2018 Winners & Shortlists

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

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.