2016 Winners & Shortlists

MEET THE FAMILY

BrandNESCAFE
Product/ServiceINSTANT COFFEE
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryUse 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

Name Company Role
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