2016 Winners & Shortlists

Brief Explanation

Everyone knows NESCAFÉ Red Mug. 70% of homes have a jar. The challenge is low frequency of consumption: only 20% of consumers “had a cup yesterday”. (Source: NESCAFÉ Need State Segmentation & U&A in the coffee category). So the real issue isn’t getting the product into households, but rather getting people to drink more often. The biggest, and most relevant consumption opportunity is the morning. Give people a reason to have a cup of NESCAFÉ every morning. Red Mug took up the challenge to own the morning and create a daily habit, sustaining a long-term base of loyal everyday drinkers.

Results and Effectiveness

• Average uplift of +14% sales over the campaign period across the Pan Arab region (vs 2014 same period) (Source: Nestle internals) • Repeat purchase, Objective: Move from 42% to 45%. achieved 45%, • Increase “Brand I would consume in the morning” from 24% to 30%. Achieved 34% • Increase “Brand that helps me start my day positively” from 25% to 32%. Achieved 35%. Engagement • Objective: 8m total video views. Achieved: 12.5m • Objective: 500K (Likes / Shares / Comments). Achieved: 900K • Objective: 10K submissions of “reasons” #IWAKEUPFOR. Achieved: 11K.

Creative Execution

3 sets of videos, first a story from Okinawa showing that something as simple as knowing your reason to wake up every morning can change your life. Second, a documentary depicting what the people who produce NESCAFÉ wake up for. Third, a documentary communicating the main reasons our region wakes-up for. DIGITAL played a big part in driving traffic to the videos PR & SOCIAL created conversation pieces around the importance of knowing your purpose. AMBIENT: The region’s first TWEET-BOOTH: tweet your reason to get free cup with your reason printed on the cup. TV/Radio/OUTDOOR were utilized to maintain TOM

Insights, Strategy and the Idea

The campaign addresses young Arabs, historically large consumers of coffee, as they need that morning kick-start. They are the young working force, many of whom are newly married and may have just started a family. They yearn for success, and may be at their first job or have just started climbing the corporate ladder, which is quite tough. And even tougher? Waking up and taking on what the day throws at them, every single morning. Amidst social pressures and the challenges of starting a career, they often lose sight of the things that really matter to them.