Brand | NESCAFÉ |
Product/Service | NESCAFÉ |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Community Building & Management |
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 chose this time to look towards our community for inspiration instead. We looked at how people were responding to the pandemic and social distancing - and drew inspiration from them to break through the communication, negativity and noise all around us.
We needed to reconnect with our community now, probably more than before and find a way to inspire connections across our communication.
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.
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.
Rather than distance ourself by staying mute, we were driven to connect with our audience by creating a platform for even more connections.
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
We were inspired by residents serenading their neighbors and turning their balconies into outdoor cinemas, the brand 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.
An illustrator developed a fresh look & feel for the balconies that comes together perfectly to form the building. Whenever someone would share a story, their story got illustrated and became part of the building.
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 |
Creative Lead |
Jaison Ben |
Publicis Middle East |
Creative Director |
Marco Albuquerque |
Publicis Middle East |
Art Director |
Jessica VenDerBerg |
Publicis Middle East |
Copywriter |
Anas Shaherli |
Publicis Middle East |
Copywriter |
Ritu Poojari |
Publicis Middle East |
Multimedia Designer |
Maya Khammar |
Publicis Middle East |
Account Management |
Abdel Rahman Hassouna |
Publicis Middle East |
Account Management |
Sabine Abdallah |
Publicis Middle East |
Account Management |
Wassim Haddad |
Publicis Middle East |
Strategy & Planning |
Wael Said |
Publicis Middle East |
Producer |
Raef Labaky |
Nestle Middle East |
Business Executive Manager |
Arifa Hussain |
Nestle Middle East |
Marketing Manager |
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