2016 Winners & Shortlists

Brief Explanation

We launched NESCAFÉ Arabiana in 2013 to great success. In 2015, our objectives were to continue growing awareness, and develop a platform where consumers could engage with the brand. Our stage was Ramadan, the month of gatherings when Arabic consumption coffee increases rapidly, and to our consumers' appetite for humorous content is never satiated. Our formula had to be more than just funny content, it had to represent how they are twisting long-held traditions with a mix of new beliefs. We created an animated series of a family of coffee cups depicting situations & interactions relevant to our audience.

Results and Effectiveness

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

Creative Execution

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), MBC's VOD platform 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 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. Created mall booths, where people could could get their caricatures drawn live on free coffee cups.

Insights, Strategy and the Idea

We focused on young Khaleeji (GCC Local), those that live in an increasingly fast-paced world, but value their traditions more than ever. They have trouble preparing good Arabic coffee, as they lack the know-how, yet they love the taste of it. They are accessing more & more content and spending more and more time online . They're craving entertainment that speaks to their lives and experiences. With more than 50% enjoying long format videos mainly comedy and 84% accessing internet through mobile, online was clearly the best channel to communicate with them mainly through their smartphones. (source : Google Barometer)