Brand | NESCAFE |
Product/Service | INSTANT COFFEE |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Use of Merchandising / In-Store Marketing |
Entrant Company
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
MEC MENA Dubai, UNITED ARAB EMIRATES
|
Media Agency 2
|
THE ONLINE PROJECT Dubai, UNITED ARAB EMIRATES
|
Production Company
|
MYRKOTT ANIMATION STUDIOS Riyadh, SAUDI ARABIA
|
The Brief
The objectives of the promotional campaign were to increase trial and sales for a brand that was relatively new.
The challenge was to get our audience to change habits during the most traditional season of the year: switch from purchasing loose unbranded coffee from local roasteries, to purchasing NESCAFÉ Arabiana from supermarkets.
And the best way is to stand out in supermarkets when consumers are making their pre-Ramadan purchases, is to give them a compelling and attractive enough offer to try NESCAFÉ Arabiana.
Creative Execution
NESCAFÉ Arabiana created an on-pack promo offering a collectible set of 6 free illustrated Arabic coffee cups. The in-store promo, supported with merchandising and POS ran from mid-May (one month before Ramadan) throughout Ramadan.
Our limited-edition collection of Arabic coffee cups was designed by Saudi designer Fyunka, known for her kitsch Khaleeji characters, which have a high perceived value amongst our audience.
To heighten engagement we had on ground activities with sampling linked to digital engagement. We set up a live artist in malls and high-traffic locations to provide people with their own personalized (caricatured) Arabic coffee cups. This drove engagement and created awareness for the promo as people tweeted pictures of their cups across social media platforms.
At a product level, the cups were relevant to NESCAFÉ Arabiana as they are complementary to Arabic coffee consumption, while at the brand level the characters perfectly capture the brand’s quirky humour.
Describe the success of the promotion with both client and consumer including some quantifiable results
• Awareness: Objective was to increase from 17% to 33%. Achieved: 44%.
• Usage: Objective was to increase trial from 2% to 8%. Achieved: 14%.
• Sales: Objective: +30% vs. previous period. Achieved: +90%
• Market Share: Objective was to increase from 14% to 18%. Achieved: 22%
Explain why the method of promotion was most relevant to the product or service
Ramadan is when (traditional) Arabic coffee consumption peaks, so it was the perfect time for NESCAFÉ Arabiana to be active.
Our target is young, modern Saudi youth. They are frequent drinkers of Arabic coffee, and generally purchase it from Roasteries. We wanted them to switch to NESCAFE Arabiana.
We launched 3loom Fenjal*, a family of illustrated cups portraying the humorous side of (Khaleeji) life, who remind us that a good cup of Arabic coffee always brings the family together.
This came to life offline, through a limited edition on-pack promotion, with in-store visibility, sampling and on-ground activations as part of the promotion.
Credits
Jan Leube |
Publicis Me/Dubai |
Regional Executive Creative Director |
Ramzy Haddad |
Publicis ME/Dubai |
Executive Creative Director |
Maya Khammar |
Publicis Me/Dubai |
Client Services Director |
Teddy Abdelnour |
Publicis Me/Dubai |
Associate Account Director |
Lea Kerdy |
Publicis Me/Dubai |
Senior Account Executive |
Kimi Nath |
Publicis ME/Dubai |
Regional Planning Director |
Kamel Zeitouny |
Publicis ME/Dubai |
Senior English Copywriter |
Haitham Medhat |
Publicis Me/Dubai |
Senior Art Director |
Relly Pilapil |
Publicis Me/Dubai |
Senior Graphic Designer |
Wassim Barbara |
Mec Dubai |
Senior Account Director |
Vikrant Shetty |
Mec Dubai |
Account Director |
Raja Paul Youssef |
MEC Dubai |
Associate Account Director |
Nilofer Kassim |
Mec Dubai |
Branded Content Manager |
Fatima Shaikh |
MEC Access |
Director |
Khaled Shehab |
MEC Dubai |
Business Unit Director |
Suad Taji |
The Online Project |
Creative Director |
Aliya Hussain |
The Online Project |
Senior Account Director |
Reem Hindieh |
The Online Project |
Account Manager |
Razan Abou Ghoush |
The Online Project |
Senior Community Manager |