Brand | NESTLÉ MIDDLE EAST |
Product/Service | NESCAFÉ ARABIANA |
Entrant | MEC MENA Dubai, UNITED ARAB EMIRATES |
Category | Fiction: Series or Film |
Contributing Company
|
THE ONLINE PROJECT Dubai, UNITED ARAB EMIRATES
|
Contributing Company 2
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
MEC MENA Dubai, UNITED ARAB EMIRATES
|
Entrant Company
|
MEC MENA Dubai, UNITED ARAB EMIRATES
|
Production Company
|
MYRKOTT ANIMATION STUDIOS Riyadh, SAUDI ARABIA
|
The Campaign
We launched NESCAFÉ Arabiana in 2013 to great success. In 2015, our objectives were to continue growing our awareness, and to also develop a platform through which our consumers could really engage with the brand.
Our stage was Ramadan, the month of gatherings when consumption of Arabic coffee increases rapidly, and to our consumers, the young Saudis, when their appetite for humorous content is never satiated - a win for us since quirkiness is part of our DNA.
Our formula had to be more than just funny content, it had to be content that represented how they are twisting long-held traditions with a mix of new beliefs & the resulting recipes that they feel is right.
We created 3loom Fenjal; an animated series of a family of coffee cups depicting situations & interactions you would experience while having coffee in the majlises of today's Saudi households.
We partnered with Masameer, a popular Saudi production company to produce a 6-part series, which we released weekly during Ramadan. We promoted the show via an ecosystem made of the Masameer & NESCAFE YouTube channels, as well as MBC's VOD patform Shahid, where it was listed as part of their exclusive shows.
On Facebook we capitalized on the popular personality tests trend & created our own, matching our consumers with their favorite cup from the show.
We also used display placements to drive traffic to our videos and we heavily deployed re-targeting, thereby maximizing engagement and views.
1. Awareness:Objective: 1 in 3 to be aware of the brand. (33%). Achieved:44% (Source: IPSOS, April May 2015 cs June July 2015).
2. Usage: Objective: Increase trial from 2% to 8%. Achieved: 14%. (Source: IPSOS, April May 2015 cs June July 2015).
3. Video Views:Objective:5 Million. Achieved 15.2 Million
4. Facebook Reach:Objective:2 Million. Achieved : 3.2 Million
5. Sales:
• Objective:+30% vs. previous period. Achieved: +90% during Ramadan.
• Objective:Move market shared from 14% to 18%. Achieved: 22%
• Objective:Control annual NESCAFE Ramadan dip to 5%. Achieved: 3% (vs 11% & 29% in previous years). Source: Nielson + Nestle internals
Credits
Wassim Barbara |
MEC MENA |
Sr. Account Director |
Khaled Shehab |
MEC MENA |
Business Unit Director |
Raja Youssef |
MEC MENA |
Associate Account Director |
Mais Amad |
MEC MENA |
Integrated Media Planner |
Fatima Shaikh |
MEC MENA |
Director MEC Access |
Vikrant Shetty |
MEC MENA |
Group Account Director |
Nilofer Kassem |
MEC MENA |
Manager – Branded Content |
Aliya Hussain |
The Online Project |
Senior Account Director |
Reem Hindieh |
The Online Project |
Account Manager |
Razan Abu Ghoush |
The Online Project |
Sr Community Manager |
Suad Taji |
The Online Project |
Creative Director |
Lea Kurdy |
Publis Middle East |
Senior Account Executive |
Ramzy Haddad |
Publis Middle East |
Executive Creative Director |
Teddy Abdulnour |
Publis Middle East |
Associate Account Director |
Maya Khammar |
Publis Middle East |
Client Services Director |
Kamel Zeitouni |
Publicis Middle East |
Copywriter |
Relly Pilapil |
Publicis Middle East |
Senior Graphic designer |
Kimi Nath |
Publicis Middle East |
Regional Planning Director |
Haitham Medhat |
Publicis Middle East |
Senior Art Director |