Nescafe Promo, Case study COFFEE WORLD by Zenith Bucharest

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market Romania
Agency Zenith Bucharest
Released March 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: NESTLÉ
Product/Service: NESCAFÉ
Date of First Appearance: Mar 1 2010
Entrant Company: ZENITH MEDIA, Bucharest, ROMANIA
Entry URL:
Digital Manager/Business Coordinator: Victor Avram (Zed Digital Romania)
Marketing Manager: Alexandru Iosef (iMedia Plus Group)
Communications Planner: Catalin Iancu (Zenith Media Romania)
Media placement: Online Gaming Platform - - 23rd Of February 2010

Insights, Strategy & the Idea
In Romania, the traditional way of drinking coffee is Turkish like, 60% of Romanians prefer roast and ground coffee. Romanians are not aware soluble coffee is 100% natural, and disbelieve any health benefit of the soluble coffee. Nescafé aims to change this perception and seize the positioning of a healthy soluble coffee.
While 45% of the Romanian population goes online, and 50% of those are Nescafé’s target, the idea was to “educate” in a credible way by “engaging” consumers with the virtual production process of the Nescafé coffee. All with a highly captivating life-like experience and low media investment.

Creative Execution
A virtual coffee-plantation game, Nescafé Coffee World, where subscribers completed an entire production cycle from seeding to finally getting a cup of coffee. Those able to produce the cups of Nescafé entered a prize draw; the more cups they got, the more chances to win.
To speed-up growth of the players' community, a platform was implemented in partnership with the largest online Romanian women’s community:, with 1.17 million unique visitors in February 2010. Online advertising and social media (Facebook and Twitter) were employed in connection with game platform to quickly spread the information.
Players obtained resources to use with each stage of the process by inviting friends to visit the coffee plantation; each new visitor was invited to take part in the game thus feeding the viral mechanism.
Other resources could be obtained only by correct answers to various questions about Nescafé; each player had to research day-by-day information and educational content.

Results and Effectiveness
During the two months of the project:

5,170,798 unique visitors on Nescafé Coffee World (out of the 10,000,000 people online in Romania).
155,689 accounts created.
957,217 coffee cups produced in total.
38,000 likes on Facebook.
3,000 followers on Twitter.

10.7% of coffee consumers associates Nescafé to 100% natural coffee and 8.8% with "rich in antioxidants" (July 2010 Nestlé Romania Brand Tracking Survey / GfK).

13.6% increase of value market share in the first four months after project starting date (AC Nielsen Retail Audit, June-July 2010 wave).