NESCAFE CAPPUCCINO ITALIANO CAMPAIGN
Brand | NESTLÉ MIDDLE EAST FZ |
Product/Service | NESCAFE CAPPUCCINO |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Idea Creation
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
MEC MENA Dubai, UNITED ARAB EMIRATES
|
Production
|
VIP FILMS Dubai, UNITED ARAB EMIRATES
|
Additional Company
|
THE ONLINE PROJECT Dubai, UNITED ARAB EMIRATES
|
The Campaign
You can’t fake Italian.
We wanted a campaign that would create buzz…and cut-through the overly cluttered Lebanese media. Something fresh, new, unique and playful…just like our product.
We set up and documented real casting sessions with a famous Lebanese actress and director posing as our “Director”, calling for Lebanese men to audition for the Italian hero role in the upcoming NESCAFE Cappuccino Italiano commercial. We bet on them failing. Of course they would. They’re not Italian. And when our “Director” gets frustrated, she turns and tells camera that at least the cappuccino tastes great.
We used these failed attempts (or at least the actors that allowed us to…as there were several frustrated egos!) as content for the campaign films, telling our audience that tasting is believing, and that NESCAFE Cappuccino Italiano is the only authentic Italian cappuccino out there.
Creative Execution
The main video content was the casting sessions, from which we created:
(1) 30 & 45 sec TV & Cinema films
(2) 2.5 minute online film
The campaign was also supported through:
(3) Outdoor: With our “director” teasing driver by’s.
(4) Radio:
a. 30 second spot inviting women to send a video of their men impersonating Italians for the chance to win a trip for 2 to Italy.
b. Sponsorship and RJ engagement with competitions & prizes
(5) Product sampling and activations (in malls / outside cinemas)
(6) Social media (Facebook, Instagram…paid and organic posts) with our actress “director” inviting women to participate in the promotion by sending in videos.
(7) POS & In-store: Targeted the shopper with “indulge in our newest treat” from NESCAFE, inviting women to indulge in authentic Italian cappuccino.
Campaign went live February 7, 2017, results are not out yet.
Multi-touch point approach, with 1 core message executed according to the relevant media.
The idea for this campaign started with a long version online film, but the idea was so good that it grew to include Digital & Social Media / TV / Radio / Outdoor / Cinema / Promotion / Activation, with dedicated creative designed for each touch point to make the most of the media in which it appeared. All the different pieces worked together to maximize the campaign’s impact as a single-minded message.
Our target is Lebanese women. 25-35 years-old. They’re online, they’re everywhere. They talk, they share, and they love a good story. Cappuccino is their indulgent moment. How do we engage them?
We wanted a campaign that would inform our audience of this great new product we were sure they’d love, but also to entertain them. To get them to laugh, and create a new image for NESCAFE.
Why?
When asked how they would describe Tora Bika Cappuccino if it was a man, we heard: “thoughtful Italian guy who listens when I talk…real handsome Italian guy who enjoys my company” and when asked about NESCAFE Cappuccino: “Very classic old man/ conservative and boring…!”.
We need to change this. Fast.
We create an integrated campaign that would engage them on radio, make them laugh on social, stop them from switching channels on TV, tease them with a trip to Italy and more…
Credits
Maya Khammar |
Publicis Middle East |
Client Services Director |
Teddy Abdelnour |
Publicis Middle East |
Associate Account Director |
Abdel Rahman Hassouna |
Publicis Middle East |
Senior Account Executive |
Jan Leube |
Publicis Middle East |
Regional Executive Creative Director |
Vijay Simon |
Publicis Middle East |
Regional Creative Director |
Nadia Karim |
Publicis Middle East |
Art Director |
Kamel Zeitouny |
Publicis Middle East |
Senior Arabic Copywriter |
Aliya Hussain |
The Online Project |
Senior Account Director |
Reem Hindieh |
The Online Project |
Account Manager |
Taima Al Farouqi |
The Online Project |
Senior Community Manager |
Suad Taji |
The Online Project |
Creative Director |
Rula Nabil |
The Online Project |
Art Director |
Khaled Shehab |
MEC MENA |
Business Unit Director |
Wassim Barbara |
MEC MENA |
Senior Account Director |
Pooja Chaluvaraju |
MEC MENA |
Integrated Media Planner |
Dai Dang |
MEC MENA |
Senior Account Manager |
Rouba AlHakim |
MEC Lebanon |
Media Manager |
Carine Sabra |
MEC Lebanon |
Account Executive |
Links
Additional URL