2016 Winners & Shortlists

Creative Execution

We partnered with Masameer, a popular Saudi production company to produce a 6-part series, released weekly during Ramadan. We promoted the show via an ecosystem (Masameer & NESCAFE YouTube channels), as well as MBC's VOD patform Shahid (listed as part of their exclusive shows). On Facebook we capitalized on the popular personality tests trend & created our own, matching consumers with their favorite cup from the show. Used display placements to drive traffic to our videos and heavily deployed re-targeting, thereby maximizing engagement and views. We created mall-booths, where people could get their caricatures drawn live on free coffee cups.

1. Awareness:Objective: 1 in 3 to be aware of the brand. (33%). Achieved:44% (Source: IPSOS, April May 2015 vs June July 2015). 2. Usage: Objective: Increase trial from 2% to 8%. Achieved: 14%. (Source: IPSOS, April May 2015 vs 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.

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 Khaleeji (GCC Local), 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.