Brand | NESCAFÉ |
Product/Service | NESCAFÉ |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Innovative Use of Social or Community |
Idea Creation
|
PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
ZENITH Dubai, UNITED ARAB EMIRATES
|
Production
|
PRODIGIOUS Dubai, UNITED ARAB EMIRATES
|
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
Credits
Rana Najjar |
Publicis Middle East |
Executive Creative Director |
Rana Najjar |
Publicis Middle East |
Creative Lead |
Mohamed Bareche |
Publicis Middle East |
Creative Director |
Jaison Ben |
Publicis Middle East |
Creative Director |
Marco Albuquerque |
Publicis Middle East |
Art Director |
Angelo Augustine |
Publicis Middle East |
Copywriter |
Jessica VenDerBerg |
Publicis Middle East |
Copywriter |
Salam Baalbaki |
Publicis Middle East |
Art Director |
Ganesh Nandakumar |
Publicis Middle East |
Art Director |
Anas Shaherli |
Publicis Middle East |
Copywriter |
Myrna Khoury |
Publicis Middle East |
Deputy General Manager |
Ritu Poojari |
Publicis Middle East |
Multimedia Designer |
Jala Fawaz |
Publicis Middle East |
Planning Director |
Maya Khammar |
Publicis Middle East |
Account Management |
Abdel Rahman Hassouna |
Publicis Middle East |
Account Management |
Wassim Haddad |
Publicis Middle East |
Digital & Social Media Director |
Sabine Abdallah |
Publicis Middle East |
Account Management |
Hayat Tabsh |
Publicis Middle East |
Account Executive |
Jessy Abdulnour |
Nestlé Middle East - Maggi |
Business Executive Officer |
Wassim Haddad |
Publicis Middle East |
Strategy & Planning |
Rima Jammal |
Nestlé Middle East - Maggi |
Senior Brand Manager |
Wael Said |
Publicis Middle East |
Producer |
Raef Labaky |
Nestle Middle East |
Business Executive Manager |
Maiada El Shahawy |
Nestlé Middle East - Maggi |
Regional Brand Communication & E-Content Manager |
Arifa Hussain |
Nestle Middle East |
Marketing Manager |
Sima Chamma |
Nestlé Middle East - Maggi |
Brand Manager and Digital Champion |
Khaled Shehab |
Zenith ME |
Media |
Raja-Paul Youssef |
Zenith ME |
Media |
Chantal Hajjar |
Zenith ME |
Media |
Haya Dakik |
Zenith ME |
Media |
Zeina Daoud |
Prodigious Dubai |
Producer |
Links
Social Media URL