2. Background Study of Past Campaigns
• Segmentation: Nescafe has divided the country into two segments
i.e. southern, northern India.
The southern segment consumes more of hard and roasted coffee
whereas the northern segment consumes more of instant coffee
• Targeting: Initially Nescafe was targeted at morning people.
Then with the use of youth icons like Deepika Padukone, Purab
Kohli and Vir Das, they targeted the entire youth audience
• Positioning: Nescafe Classic is positioned as a symbol of shared
happiness
All the TVCs and the print ads show people sharing a cup of coffee.
Another communication was- 1 coffee cup 1 good feeling with
Nescafe
3. A Brief Of The New Idea Proposed
The main aim of the communication will be to reinforce the concept of drinking coffee
whilst staying awake, all the while saying that Nescafe Classic is the coffee to have
You have your end semester exams tomorrow and there are miles
to go before you sleep. Your head repeatedly drops on the
desk, and you realize you need something to keep you
going. Instinctively you reach out for that packet of
Nescafe Classic. Your true-blue midnight companion
You are at work, and have a deadline of 8 am the next morning.
The big idea just refuses to formulate, and just before
you fall asleep on your desk, you reach for the packet of
Nescafe Classic. Your true-blue midnight companion
Time: 1:00 am
Venue: Hostel room/Office desk/Couch at home
Friends are home to play board games, watch a movie and chill
out. You’ve a long night ahead, and you break open your packets of
Nescafe Classic. Your true-blue midnight companion
4. Practicality and Feasibility of the Campaign
• While coffee has always been a silent companion to the concept of ‘staying
awake’, Nescafe, India’s market leader in the space of coffee has never been
positioned as a coffee for the nocturnal owls
• We believe that by positioning it in this way, we are tapping into a market
that has always been there but never really been tapped into, and by doing
this we hope to just throw some light on the existing culture of drinking
coffee whilst trying to stay awake late, the coffee being Nescafe Classic
• We believe this to be a very feasible option because while it is not changing
the product in itself- people staying awake for work are not looking for coffee
that is particularly low on caffeine, but we are looking to target a new
segment of coffee drinkers and give them a coffee brand that they associate
with ‘midnight’
• Also since we are targeting a very different segment, our communication
strategy in terms of mediums being used will be considerably different as
their consumption varies from the mass audience- it is mainly digital
5. Implementation of the Campaign
The launch campaign
will be entirely done
on a digital medium
Pre-launch
teaser
campaign
Launch
Campaign
‘Coffee
Mug’
campaign
Twitter
Campaign
True-blue
story
contest
It will start with a teaser campaign –a series
of videos which just show the TG trying to keep
awake, and them reaching out for something
all the while saying “Where is it, where is it?!”
Once this has driven the curiosity about what this brand could possibly
be, the same videos will be re-launched wherein the TG will be shown
reaching out, and cutting open packet of Nescafe Classic with the
tagline- Your true-blue midnight companion
6. The launch campaign will be followed by the ‘Coffee Mug’
campaign where there will be timed 5 sec advertisements that
run on channels such as Youtube and Facebook(analytics can
help determine the most visited sites in this timeframe by our
TG) between 12:00 and 3:00 am. When you are on the site for
more than 3 minutes without any activity, a Nescafe coffee
mug appears implying it is your silent midnight companion.
The Twitter campaign will run in parallel
with the ‘Coffee Mug’ campaign. The usage of
certain words (coffee, tired, night, etc) will
trigger an automated word-specific tweet
to the tweeter
Our next step would be to announce a consumer engagement
contest wherein the best ‘True-blue coffee stories’, all on
social media – Face book, Twitter, Instagram, blogs in the
form of text or picture/video would win customized (based
on their social media profiles and using analytics) surprise
hampers from Nestle, thus reinforcing the brand and the
parent company brand as well
7. Campaign Costs
Creative
Developing the campaign
Communication Strategy
Content development
Creative concepts/design, Copy writing/editing
Other consultants costs, e.g. photography
Research and evaluation
Qualitative and quantitative research
Post campaign monitoring and evaluation
Production
Website
Launch
Talent or artist fees
Media advertising
Web-Only digital
8. How Will This Campaign Help The Product/Brand And
The Parent Company
The new Nescafe Classic campaign taps
into a new segment of consumers. This
will help Nestle as the parent brand in
expanding its market and
acquiring/increasing its market share via
the new consumers.
The brand of Nescafe is one that needs absolutely
no reinforcement. Being a market leader, they are
TOM.
However with Bru close on their heels, this
diversification of the brand, we believe, will help
the brand make a new statement that they are
not JUST your morning cup of coffee
