2016 Winners & Shortlists

Brief Explanation

NESCAFÉ Red Mug (NRM) enjoys high levels of awareness and penetration, but repeat consumption is low: just ± 20% of our consumers say they “drank it yesterday”, despite the fact that some 70% of homes have a jar. To increase frequency we needed to drive the habit of a daily morning cup. Put differently, NRM had to give consumers a compelling reason to have a cup of NESCAFÉ coffee every morning. We already know that people drink coffee to wake up. But what do they really wake up for? A simple question. Yet we found proof that answering it can improve quality of life, even enhance longevity. On a small island called Okinawa, people live by something called Ikigai, or “why I wake up in the morning”. Always knowing their Ikigai has made Okinawans some of the healthiest, happiest people in the world, and Okinawa home to what is possibly the population with largest ratio of centenarians. (See TED Talks: “How to live to be 100+”). “Know your purpose and lead a happier life” was the enlightening truth behind the campaign. NRM invites people to answer the question “What do you wake up for?” and to awaken their purpose with a NESCAFÉ coffee every morning. We began with an online documentaries about 6 people from Okinawa – a horse trainer, a boxer, a fisherman... – who have found their Ikigai, to show the universality of the truth that, something as simple as having a purpose to wake up to each morning can change your whole life for the better. Then we took our story back to the region, with stories of Arabs who, because they know their purpose, are leading more fulfilling lives. Within 6 months of its launch, the campaign had met, and in many cases surpassed objectives. Commercially, the brand showed an average uplift of 14% in sales (vs the same period in the previous year) over the campaign period across the Pan Arab region. It achieved over 12.5 million video views, and over 100m impressions. Most importantly, we showed people how simple it can be to awaken their purpose each morning with cup of NESCAFÉ coffee.