Total 625 words used.
The Campaign
Nescafé Xpress is the creator and leading brand of cold Ready to Drink coffee. Summer is the core period for the brand and in summer brand generates majority of total sales. To reinforce its categorical leadership & grow RTD coffee as the captain of the category; Nescafé Xpress has to further increase connection with its main target audience: Youth. Campaigns main objective is to increase product’s mental availability and trial rates among its target audience against cold beverage giants.
Nescafé Xpress’s emotional benefit is to be companion by people’s side on their journey to achieve their dreams and its functional benefit is coming from the real coffee and its uplitfing effect and energy to do so. We developed creative strategy on top of our brand tagline “Who can hold you back” to reflect those benefits and and to create emotional bond with our target group.
We created “Who can hold you back, continue” campaign around the “summer roadtrip, beach & camping” occasions. We selected a celebrity popular among youth and put him on focus of the narrative.
Cross-Media Use
To stand out and to maximize the reach; we created a main copy for TV; which had proven us it was the most impactful and engaging asset to convey the campaigns’ main theme. Shorter copies & contents were created to be used in digital & offline mediums, that enabled us to give our various messages to the targeted audiences while keeping high level of emotional engagement & indulgence of main asset.
- On the Meta side we did OA reach, video views and also traffic with various of creatives such as Summer copies, Sustainability copies and also superiority copies.
- We collaborated with BP gas stations and BİM supermarkets. We used creatives regarding the collabrations, also location based Arcanor datas in our BİM collabration. We also did different type of ads like Countdown, Poll stories and smart stories.
- On the Tiktok, for the first time we did collection ads. Also we did influencer based creator ads, reach and video views ads.
- On DV360 we did Banner, Preroll and Youtube based ads, which on Youtube we did, reach, bumper, Truview Instream, Youtube audio, trueview non skip, and also Connected TV ads.
- Used Yandex navigation for the whole campaign and used specific Yandex ad models for the Eid Holiday.
- Placed outdoor banners through the most populated holiday trip roads of Turkey, for the sake of increasing volume in gas stations.
- Used popular TV Show Survivor product placement in order to increase reach and narrative coherence.
- Used both music streaming services (Spotify) and broadcast radio to strengthen ‘Who can hold you back’ tagline which is an adaptation of famous Turkish song
- Formed a Xpress Coast Task Force and patrolled populous holiday locations and increased sampling trial.
- Sponsored 17 different holiday festivals that had 2.7 million attendance in total.
Result
‘Who keeps you going, just continue’ 3600 campaign was successful in reaching 3 out of 4 cold beverage consumers.
“Who Keeps You Going, Just Continue” campaign has been successful with an overall reach of 75% exceeding previous campaigns at the same time doubling its SOS(5% in beverage) Strong branding (85% on average) across all touch points is a critical achievement of the campaign driven by strong brand integration and use of consistent brand cues.
Spontaneous recognition increased from %2 to %23. Top of mind awareness increased to %20.
Trial rate increased by +4 points, repurchase increased by +5 points and brand loyalty increased by +3 points.
Market share increased to %67,5(640 bps vs yago) the highest market share in the last 3 years and contributed massively to double digit ice coffee growth! Ice coffee category became 3% of cold beverage thanks to Xpress(45 bps vs yago) in 2022!
Nomination Title: Nescafe Xpress Campaign Cross Media
