About the Campaign
The
coffee category is on the growth path. Evidence of growing coffee acceptance
can be seen with the coming on board of various coffee shops which all serve to
build the coffee culture.
The
brief was to position Nescafe as the beverage of choice by getting consumers to
participate in her promotional campaign and win big.
Challenge
The
coffee category is on the growth path. Evidence of growing coffee acceptance
can be seen with the coming on board of various coffee shops which all serve to
build the coffee culture.
Insights/Solution
Insight
from a variety of data touchpoints revealed that mobile is important in the
lives of the target group and as a result, key to the success of the campaign.
Our response was to tap into this “new oil”- mobile .
We
recommended a fusion of mobile, digital OOH (DOOH) and social.
An
outdoor mix was deployed on major roads used by the TA and at points of sales.
We also geo-fenced DOOH in some strategic locations and served ads to the
mobile phones of the target audience users who had seen the ads on DOOH.
Embedded in the mobile ad was a link taking the user to Nescafé’s social media
channels, where more information about the promo and how to participate was
available.
Headline
Results
Integrated
a mix of OOH, social & mobile
Increased
engagement
OOH
measurement
Results
With
this campaign, we were able to integrate OOH, social and mobile. This resulted
in increased engagement and view of campaign content on the brand’s
social-media assets we embedded, compared to others not embedded. Also, OOH was
measured realtime – this is huge for us as campaign measurement and data is
still a challenge in this market.