2018 Winners & Shortlists

The Campaign

To put it in simple words, every day on the last week of Ramadan, we live-streamed a coffee brewing in slow-motion from sunrise to sunset (over 15 hours) to, at the end, celebrate with a glorious first sip of the day.

Creative Execution

We created a microsite (with direct links to our e-commerce store) hosted within Nescafé Dolce Gusto’s website in which we showed the live-stream, this would be our main piece of content. It started right before Iftar when our character would grab one capsule of the product, insert it in the machine and then the clock would start running, from Suhoor all the way till Iftar. During these 15 hours, we would see the cup slowly getting filled with the beverage of the day. At the end of the countdown, we would see our main character coming back to frame, grabbing the cup of coffee and taking that first sip. In that precise instant, something glorious would happen, like an explosion of coffee beans or colors. We showcased one machine and one different beverage per day. Each beverage would have a different "celebration".

1.Business: - 82% increase in overall sales vs Ramadan and post-Ramadan 2016, from the 50% objective set. - Only in the last week of Ramadan, we sold a total of AED 238132 on e-commerce, which was 115% more than the full month of Ramadan in 2016. 2.Perceptual: - 7’564,000 impressions, which is 51% more than the objective set, an increase that mostly came from organic impressions. - 44.4K landing page visits. - 1’747,000 views of video content across social media channels (not including landing page). - 5328 hours of watch time. - 1826 online registrations on the landing page. 3.Attitudinal: - 9.5% engagement, more than double the objective set (4%). - Overall positive sentiment was 57%, 2.7x previous positive sentiment than previous global campaign. - Instagram growth of 21.7%, 7x higher than industry benchmark and double the objective set. - Highest engagement for the brand since launched in the region.

Main Insight: People find pleasure in temptation. Our data-driven inspiration: During Ramadan, watch time on ‘food and cooking’ videos increase by 35%. The "breaking the fast" feeling: The first sip of the day tastes heavenly. Functional messaging: For current customers, what convinced them was: Convenience, Appetite Appeal and Design.