100 HOURS CHILL ON MOVIE INDULGENCE by ED&C for Nescafe

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100 HOURS CHILL ON MOVIE INDULGENCE

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR
Market Singapore
Agency ED&C
Art Director Desmond Low
Copywriter Jasmine Lee
Designer Tan Lip Ee
Released October 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: NESTLÉ SINGAPORE
Product/Service: NESCAFÉ FRAPPÉ
Agency: ED&C
Date of First Appearance: Oct 14 2009 12:00AM
Entrant Company: ED&C, Singapore, SINGAPORE
Entry URL: http://www.100hours.com.sg
Account Director: Paul Goh (ED&C)
Account Manager: Jasmine Lee (ED&C)
Account Coordinator: Jeraldine Tan (ED&C)
Art Director: Desmond Low (ED&C)
Designer: Tan Lip Ee (ED&C)
Interactive Designer: Mas Sulistiyo (ED&C)
Copywriter: Jasmine Lee (ED&C)
Production: Toh Soon (Since Trust Production)
Media placement: Online Campaign - Facebook - 7 October 2009
Media placement: Radio Campaign - 200 Spots - FM98.7 - 14 October 2009
Media placement: Press Campaign - 3 Insertions - The New Paper - 21 October 2009
Media placement: TV Campaign - 270 Spots - AXN - 28 October 2009

Describe the objective of the promotion.
The brief was to create brand awareness for the newly launched NESCAFÉ© Frappé amongst target audience of age 18 to 30 year old tertiary students, young working adults and PMEBs. To communicate the brand essence of “Extended Indulgence”, encourage trial amongst the target consumers and convert them to loyal users by integrating NESCAFÉ® Frappé into their lifestyle.

Describe how the promotion developed from concept to implementation

One of the most popular forms of indulgence amongst our target audience is movie watching. Leveraging on this platform and extending it to a 100-hour movie marathon, we effectively create and reinforce the concept of ‘Extended Indulgence’. This high visibility event was not only held at a prominent venue to attract attention from both consumers and media, but was also supported with a strong 360 communication strategy that maximised reach and aroused public interest. Participants compete to stay awake and be the last one standing in the ‘100 HOUR CHILL ON MOVIE INDULGENCE’ to walk away with the grand prize.

Describe the success of the promotion with both client and consumer including some quantifiable results
The event was highly successful, drawing more than 65% of the shoppers from Plaza Singapura to visit the event, support the participants or be part of the record-breaking 100-hour movie marathon. A 3-day on-site event survey shows that 92% respondents look forward to the event next year, and more than 50% wanted to participate competitively. There was also extensive editorial coverage for the brand across national television, key radio channels and major papers regarding the competition, the results and the product. Overall, the event resulted in more than 180% increase in enquiries from interested merchants to list in NESCAFÉ® Frappé.

Explain why the method of promotion was most relevant to the product or service
The event concept engages our target audience who love movies and are in for a first-of-a-kind mega movie event. It invites them to experience and indulge in the NESCAFÉ® Frappé world of “Extended Indulgence”. In turn, NESCAFÉ® Frappé is positively perceived as the preferred ice coffee by the young and the young-at-heart to enjoy and indulge. The idea of watching movies continuously for 100 hours effectively communicates the “Extended Indulgence” brand essence and generated media attention as it broke the Singapore Book of Records.