2017 Winners & Shortlists

NESCAFE CAPPUCCINO ITALIANO YOU CAN'T FAKE ITALIAN

BrandNESTLÉ MIDDLE EAST FZ
Product/ServiceNESCAFE CAPPUCCINO
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategorySocial Video
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.

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

Name Company Role
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
Heba Kharouf Publicis Middle East Agency Producer
Aliya Hussain The Online Project Senior Account Director
Reem Hindieh The Online Project Account Manager
Suad Taji The Online Project Creative 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
Video URL   |   Additional URL