2020/2021 Winners & Shortlists

Background

COVID 19 had seen a huge increase in stock footage mash ups and 'adspirational' voice overs. Connections and catching up over coffee also took a hit. We needed to reconnect with our community now, probably more than before. We needed to find a way to inspire connections across our communication. People needed to be uplifted, they needed positivity and community - as well as a nudge to change perspective.

Describe the strategy

The coffee category was already facing a challenging start to 2020 with the implementation of excise tax in January and effects of regional turbulence, specifically Lebanon. COVID was the cherry foam on top. We had to halt activations, out-of-home communication and many campaigns due to launch, but we couldn't stop communication entirely. So we used the layout of the Instagram grid to inspire our message of staying close. With ‘connections’ being the core of NESCAFE's communication strategy, we needed to find a way to not let our communication stagnate and to still push our messaging of staying connected, even through a socially-distanced pandemic. Our target audience was our followers across social media as well as others connecting in new ways - as they were the ones inspiring the idea and content.

Describe the execution

With ‘connections’ being the core of their communication strategy, they let their community tell their own stories of connecting - through UGC, remote shoots and innovative use of their social platforms. Inspired by residents serenading their neighbors and turning their balconies into outdoor cinemas, we used their content to encourage physical distancing while staying socially close and celebrating new ways of connecting. Collecting stories of new ways to stay close from far, from across the region, we transformed NESCAFÉ Instagram grid into a range of balconies that come together to form a building. The ‘building’s’ tenants connect in their own unique ways from their different Instagram posts (different balconies). We activated our regional network, to have COVID-compliant, remote shoots as we captured stories across the Middle East. This inspired others to shoot and share their own stories of connections in return.

List the results

Organic reach: 7.1% (vs. 1.6% industry benchmark) Impressions: 59,184,096 Reach: 15,008,864 Views: 6.9million 90% positive sentiment Total Engagement: +65K