2016 Winners & Shortlists

MEET THE FAMILY

BrandNESCAFE
Product/ServiceINSTANT COFFEE
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Entrant Company PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Advertising Agency PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Agency MEC MENA Dubai, UNITED ARAB EMIRATES
Media Agency 2 THE ONLINE PROJECT Dubai, UNITED ARAB EMIRATES
Production Company MYRKOTT ANIMATION STUDIOS Riyadh, SAUDI ARABIA

Brief Explanation

Campaign objectives: Create engagement and affinity. Increase awareness, trial and sales. Our target is young, modern Saudi youth. They look for ways to keep up with the world today…while holding onto traditions they hold dear. With the trending widespread use and sharing of memes, it’s clear they appreciate brands that pick up on funny or difficult moments in their lives. They are frequent drinkers of Arabic coffee, and generally purchase it from roasteries. We wanted them to switch to NESCAFE Arabiana. We created engaging (and sometimes controversial) content, to create compelling story-telling for NESCAFE Arabiana. Branded content complemented other media by allowing our audience to engage with the brand in a genuine and informal setting, mirroring what often happens in reality around Arabic coffee.

The Campaign

NESCAFÉ Arabiana instant Arabic coffee is still a relatively young brand (launched in 2013). While the brand has been successful, it has to be particularly visible during Ramadan, as the period is when Arabic coffee consumption is at its highest, and is therefore critical to Arabiana sales volumes. The brand needed to carve out a space for itself during the high media clutter that characterises Ramadan, on a limited budget (no TV budget), while staying true to its quirky tone. We launched 3loom Fenjal: a series of funny online videos featuring a family of illustrated coffee cups that satirize the eccentricities of Saudi Society, and remind us that a good cup of Arabic coffee always brings the family together.

Creative Execution

To bring our cup characters to life, we launched an integrated campaign: (1) First, short teaser videos were launched pre-Ramadan to create hype. (2) Then a series of 6 webisodes were launched (introduced weekly). Inspired by Saudi comedies such as ‘Tash Ma Tash’, the coffee cup characters portrayed uniquely Saudi quirks in a humorous way. Distribution was a multi-channel approach: Masameer Youtube, NESCAFE Youtube & Facebook and the brand website: www.nescafearabiana.com. A big push was to have the episodes hosted for the first time on Shahed (MBC’s video streaming portal), and promoted on their homepage. (3) Paid media (display / pre-rolls / promoted posts) also drove traffic to the videos. (4) Social media (Facebook, Instagram, Twitter) actively promoted the webisodes while also creating content around each family character. (5) We ran a promotion that rewarded purchases with free illustrated cup characters, which were designed by popular Saudi brand Fyunka.

The videos were an online sensation. They were extremely popular and widely shared: • Video views: over 12.5 million • Facebook reach: over 6.7 million • Impressions: over 100 million We over-achieved on marketing, brand and sales objectives: • Awareness: Objective was to increase from 17% to 33%. Achieved: 44%. • Usage: Objective was to increase trial from 2% to 8%. Achieved: 14%. • Sales: Objective: +30% vs. previous period. Achieved: +90% • Market Share: Objective was to increase from 14% to 18%. Achieved: 22% • The campaign was an instant success and even months after Ramadan we receive requests to bring back the promo.

Credits

Name Company Role
Jan Leube Publicis Me/Dubai Regional Executive Creative Director
Ramzy Haddad Publicis ME/Dubai Executive Creative Director
Maya Khammar Publicis Me/Dubai Client Services Director
Teddy Abdelnour Publicis Me/Dubai Associate Account Director
Lea Kerdy Publicis Me/Dubai Senior Account Executive
Kimi Nath Publicis ME/Dubai Regional Planning Director
Kamel Zeitouny Publicis ME/Dubai Senior Arabic Copywriter
Haitham Medhat Publicis Me/Dubai Senior Art Director
Relly Pilapil Publicis Me/Dubai Senior Graphic Designer
Wassim Barbara Mec Dubai Senior Account Director
Vikrant Shetty Mec Dubai Account Director
Nilofer Kassim Mec Dubai Branded Content Manager
Fatima Shaikh MEC Access Director
Khaled Shehab MEC Dubai Business Unit Director
Raja Paul Youssef MEC Dubai Associate Account Director
Suad Taji The Online Project Creative Director
Aliya Hussain The Online Project Senior Account Director
Reem Hindieh The Online Project Account Manager
Razan Abou Ghoush The Online Project Senior Community Manager