Total 599 words used.
The Campaign
Nescafé Xpress is the creator and leading brand of cold Ready to Drink coffee. Summer is the main consumption 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 emotional connection with its main target audience: Youth. In order to achieve that this campaigns main objective is to increase Nescafe Xpress’s mental availability and trial rates among its target audience against cold beverage giants.
Nescafé Xpress’s main emotional benefit is to be a companion by people’s side in their journey to achieve their dreams and its functional benefit is directly coming from the real coffee and its uplitfing effect and energy to do so. We developed our creative strategy on top of our brand tagline “Who can hold you back” to effectively reflect those benefits and and to create an emotional bond with our target group.
We created the “Who can hold you back, continue” campaign around the “summer roadtrip, beach & camping” occasions. We selected a well known celebrity among youth and put him on the focus of the narrative.
Product Placement
Survivor is a competition TV Show franchise that are produced in many countries around the world. The show features a group of contestants deliberately marooned in an isolated location, where they must provide basic survival necessities for themselves. The contestants compete in challenges for rewards and immunity from elimination.
Its Turkish version is one the longest running and most popular tv shows in Turkey.
Due to its coherence with our “Who Can Hold You Back, Continue” campaign narratives and due to the immense reach of the program; Survivor was an effective opportunity for a product integration. Contestants are in need of basic survival necessities, Xpress provided one of the most important: Stimulation (Energy Boost)
We aimed to simulate “summer roadtrip, beach & camping” experience and tried to introduce functional & emotional benefits of our product to the masses through this simulation. We created our content strategy around our campaign narratives: Challenge, Road, Excitement
Just placing our products in several of the scenes won’t be enough in order to be effective. So we developed a more layered and long-term product placement strategy.
We integrated our product into reward challenges, introduction advertorials, reward announces and team challenges. We placed specialized content as banners and spots during TV broadcast and pre-rolls for Survivor’s digital platform.
Result
Campaign lasted for 2 months between May and June 2022, Despite the sudden increase in media budgets due to the high inflation in Turkey we achieved 350 GRP and as a result;
Brands Ad Recall increased from 60 to 75 in one year and Xpress achieved its biggest ad recall of the brand history. Survivor integration is especially important for this increase. Only TV copy’s ad recall was 44, with Survivor integration it increased to 57, reached above norm scores
9 of every 10 Survivor audience remembered our product integration, 4 of 10 of them wanted to try our product.
For all campaign Trial rate increased by +4 points, repurchase increased by +5 points and brand loyalty increased by +3 points. We rose to 5.place in share of desire (From 11.place) among cold beverage giants.
Market share increased to %67,5 (+6,4 pts vs. YA) the highest market share in the last 3 years. Under the strong leadership of Nescafé Xpress; Cold RTD coffee became the highest growing cold beverage category in 2022. And became 3% of cold beverage category (+45 bps vs yago).
Nomination Title: Nescafe Xpress Survivor Integration
