BIG IMPACT ON TV by Mediareach OMD Lagos for Bliss

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BIG IMPACT ON TV

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market Nigeria
Agency Mediareach OMD Lagos
Released July 2009

Credits & Description

Category: Best Use of Television
Advertiser: NUTRICIMA NIGERIA
Product/Service: BLISS 3-IN-1 INSTANT COFFEE
Date of First Appearance: Jul 18 2009 12:00AM
Entrant Company: MEDIAREACH OMD NIGERIA, Lagos, NIGERIA
Planning Assistant Executive: John Akharume (mediaReach OMD)
Planning Executive: Yinka Amuwo (mediaReach OMD)
Planning Senior Executive: Nike Ajani (mediaReach OMD)
Planning & Client Services Director: Ajay Gupte (mediaReach OMD)
Media placement: Television - 13 Weeks Branding - NTA Network TV - 18/07/2009

Results and Effectiveness
The usage of the brand was demonstrated on live television by popular Nigerian celebrities. We achieved the impact of an on-ground demonstration with the mass reach of television. The branded segment was seen by 85m Nigerians. Bliss 3-in-1 coffee achieved a sales growth of over 200% and the spontaneous awareness of the brand grew by 6% points. This was achieved at almost one-tenth the cost of launching a brand on television and without even using a television commercial with an ROI of 950%.

Creative Execution
The branded segment ran for 13 weeks every Saturday at 8am, perfect time to advertise coffee. The host interacted with celebrities and offered them Bliss 3-in-1 ready to use coffee. The celebrities made their coffee on the show and commented on the ease of use and the refreshing taste of the coffee. The celebrities discussed their daily schedules and how the coffee was an ideal fit for their lifestyles. The 5 minute show demonstrated very clearly how the unique product form was to be used. We achieved the impact of an on-ground demonstration. The show appeared on AM Express which is the 2nd most viewed programme on NTA. NTA is the most widely watched network across the 36 states of Nigeria.

Insights, Strategy & the Idea
Nutricima planned to launch Bliss 3-in-1 coffee into a market already dominated by Nescafé. The new launch was the first 'ready to use' coffee product, pre-mixed with milk and sugar. Mass level product demonstration to highlight this product’s USP was vital. This was a national launch and we had to reach all parts of the country of over 150 million people. With its mass reach and audio visual ability, television was the medium of choice. However, there was no money to produce a television commercial and the entire ad budget was US$36,000. This is about 10% of a launch campaign in the category. NTA is the national terrestrial station and is the most viewed station across the country. We identified breakfast show - AM Express (2nd most-viewed programme on the station) and branded a 5-minute segment on the show.