2018 Winners & Shortlists

UNIVERSITY PRIDE

Client/BrandNESCAFE
Product/ServiceNESCAFE 3IN1
EntrantFP7/CAI Cairo, EGYPT
Type of EntrySectors
CategoryFast Moving Consumer Goods
Idea Creation FP7/CAI Cairo, EGYPT
Media Placement ZENITH Cairo, EGYPT
Production GOOD PEOPLE FILMS Cairo, EGYPT

The Campaign

Our idea was to become THE COFFE FOR THE UNIVERSITY STUDENT. Still young and at the cusp of learning what a good coffee meant, the University student was the perfect prey to recruit for the brand. Still not attached to coffee let alone a specific brand, this target, if recruited early enough would grow into loyal Nescafe user.

Creative Execution

Our campaign launched with 3 online chants, each chant featuring real college students from different disciplines and universities. One chant was from our art students, another from our med students and a third from the commerce students. Each film had a unique chant that depicted the plight and agony that students lived while studying that particular discipline and subject. The med students pulled all nighters, the art students spent a full day to get a shade of pink and the commerce students helped everyone else make money! The tough side to being a student was automatically brought to life, and students everywhere were trying to prove that their discipline was the best. With the films, Nescafe launched over 50 new unique packs of 3in1, each with a unique college. Students around the country could now buy the pack that represented them.

Results

Overnight a challenge erupted online. Students across the country took part and started to create their own user generated content creating tens of new chants for different disciplines from dentistry to accounting and everything in between. The videos went viral and were viewed by 66% of our youth target and reached 10% of the Egyptian population which lead to having students from different colleges around the country accept the challenge and hit the stores in a rush to buy their college’s pack! And just like that, Nescafe 3 in 1’s sales jumped 30% in one month, helping the brand open a new segment of new Nescafe loyalists.

In its efforts to recruit new coffee drinkers, Nescafe 3 in 1 didn’t launch an expected TV campaign. Instead, it went directly to those being targeted with a direct message that would appeal to them and only them. With a new proposition of becoming THE coffee for the university student, Nescafe 3 in 1 didn’t fear alienating others. With content tailored especially for the university student and with 50 new unique pack designs each representing a unique college and/or discipline, Nescafe 3 in 1 walked the talk and struck a nerve with its target.

Because this was a campaign that needed to drive sales, our strategy was to actually drive the university students to buy our sachets. It wasn’t enough for them to love our ads and get engaged, we needed to push them, incentivize them to actually BUY the pack. We needed to hit a nerve and provoke them to buy Nescafe and no other coffee.

Credits

Name Company Position
Ahmed Hafez Younis FP7/CAI Executive Creative Director
Amr Haddad FP7/CAI Creative Director
Mohamed Bary FP7/CAI Senior Copywriter
Sherif Fouad FP7/CAI Art Director
Hussein Diaa FP7/CAI Copywriter
Shady Allam FP7/CAI Senior Art Director
Hisham Rahma N/A Senior Graphic Designer
Sondos Effat FP7/CAI Group Account Director
Nahla Hendy FP7/CAI Account Director
Naila Fattouh FP7/CAI Head of Strategic Planning
Moustafa El Dabbagh FP7/CAI Planning Manager
Heba Radwan FP7/CAI Head Of Film Production Department
Moayad El Shenawy FP7/CAI Producer
Omar Gawdat FP7/CAI Producer
Aslan Tarek FP7/CAI Producer
Tameem Youness Good People Films Director
Assem Ali Good People Films Art Director
Ahmed Beshary Good People Films DOP
Begad Omran Good People Films Executive Producer
Ahmed Azmi
 Good People Films Producer
Mahmoud Derbala Good People Films Producer
Mohamed Arafa Good People Films Line Producer
Karim Osman Good People Films Assistant Producer
Karim Mira Lizard Colorist
Amr Rabee Lizard Editor
Wael Alaa Byrdkill Music Composer

Hosny Ali The Garage Sound design
Nada Adel Good People Films Stylist

Links
Social Media URL