2016 Winners & Shortlists

Creative Execution

o Online documentaries: 6 people from Okinawa sharing their Ikigai and people from NESCAFÉ ’s Brazil plantation share what the people that make NESCAFÉ wake up for. o Based on responses to (#IWakeUpFor), we selected 3 Arabs for a documentary describing their Ikigais. o Banners & pre-rolls drove traffic to the videos. o Posting online conversations around the importance of a purpose in the form of unbranded articles leading back to the NESCAFÉ Tumblr page. o Sampling: a Tweet Booth where people tweet #IWAKEUPFOR for a free personalized cup of NESCAFÉ coffee, with their reason printed on it.

The campaign was clearly successful, with an average uplift of 14% in sales over the campaign period. “What do you wake up for?” is helping to create a daily coffee habit, with repurchase for the brand up to 49%, and the association with “Brand I would consume in the morning” increasing from 24% to 40%. In terms of digital media effectiveness, the campaign successfully engaged with our audience online. With 29,000 answers to the question “What do you wake up for?, 900,000 interactions and 12.5m video views, it has ignited thousands of conversations around the importance of our brand purpose.

NESCAFÉ Red Mug enjoys high levels of awareness and penetration, but repeat consumption is low: just ± 20% of consumers say they “drank it yesterday”, despite 70% of homes having a jar. To increase frequency we needed 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. On a small island called Okinawa, people live by something called Ikigai, (“why I wake up in the morning”). Always knowing their Ikigai has made Okinawa home to the healthiest, happiest people in the world, and the largest number of centenarians . (TED Talks: “How to live to be 100+”). “Know your purpose and lead a happier life” was the enlightening truth behind the campaign.