COFFEE INITIATION by MEC Warsaw for Nescafe

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COFFEE INITIATION

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market Poland
Agency MEC Warsaw
Released June 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: NESTLÉ
Product/Service: NESCAFÉ 3IN1
Date of First Appearance: Jun 22 2010
Entrant Company: MEC, Warsaw, POLAND
Senior Online Planner: Piotr Adamczyk (MEC)
Media placement: Online Advertorials - Education/student Websites, I.e. Students.pl, Korba.pl, Dlaczego.com.pl - 22 June 2010
Media placement: Online Advertorials - Horizontal Portals, I.e. Onet.pl, Interia.pl - 22 June 2010
Media placement: Online Advertorials - Local News Portals, I.e. Nowiny24.pl, Echodnia.eu, Mmwarszawa.pl, Poranny.pl, Gk - 22 June 2010

Insights, Strategy & the Idea
Nescafé 3in1 and all branded coffees were under pressure in Poland. The rise of private label was a serious threat.

We identified the moment in our lives when we become mature enough to enjoy coffee. It coincides with other major life changes, the transition from school to university, but is no less important.

We identified this moment of “coffee initiation” and recognised its significance as a doorway into an age of coffee drinking.

We focused ruthlessly on this one single event with the sole aim of making the brand more valuable than its competitors with new coffee drinkers. We built a more credible and more emotional bond with our target audience.

We made Nescafé 3in1 a credible partner at this key time in their life journey, helping them with their challenges and choices as they made the transition from school to university.

Creative Execution
To make Nescafé a credible partner in our target’s life journey we set out to ease their transition between school and university.

We did it in two ways: helping them with exams and assisting them when they decided where to carry on studying.

We teamed up with a leading study guide publisher to create a branded educational portal offering more than 1,000 video lectures in subjects such as Polish and Maths to help them prepare for their forthcoming tests.

We also created the Nescafé 3in1 University Ranking to help them select where they should continue their studies. This was the largest-ever ranking of Polish higher education and included practical factors such as local amenities, job opportunities and housing as well as academic reputation.

Results and Effectiveness
Nescafé 3in1 has become a student essential, as important as text books and notepads.

More than 50,000 content downloads,

Total PR value significantly greater than media costs.

So while rivals such as Tchibo and Jacobs lost 17-57% of their market share, Nescafé retained its number one ranking and leadership of the instant coffee sector.