Establish

Introduce consumers to the campaign idea through touchpoints on social media, PR, at malls, markets, front of store and along their commute to work.

Connect

Engage in product wet and dry sampling to expose consumers to the new formulation of Nescafe Classic. Owning stimulation through the establishment of a high energy Kickstarter crew led by the country's leading choreographers.

Action

The sampling program near front of store entrances, kept the brand top of mind and resulted in conversion at the point of sale. Interaction with the Nescafe virtual reality booths to expose consumers to the coffee lands experience that they could win after purchasing their Nescafe classic in store.

Amplify

Using top choreographers to create high energy dance routines, in a flash mob style, to draw attention to our sampling touchpoints. Using Influencers to further share their stories of how the "Kickstart" their day gaining social reach and talkability.

The Kickstarters: an energetic crew kitted in Nescafe branded uniform, disrupting consumers mundane morning routines and kick-starting their day the right way.

Market activations: At prominent markets, our Kickstarter crew served coffee, danced, in vibrant, energetic breakthrough flash mobs.

Influencers: Were engaged in drop-offs of a giant jar with a 365 day supply of Nescafe Classic with interviews to prompt them to share their Kickstart stories with their followers.

Radio drops: A giant jar consisting of 365 day supply of Nescafe Classic to ensure the breakfast show has the energy they need to entertain their listeners.

The competition: Consumers who purchase a jar of Nescafe Classic stood the chance to win a trip to one of four Nescafe coffee lands destinations.

01 February till 30 April 2018

Placement

Social media, PR, radio, VR

Scale

National with a focus on Johannesburg and Cape Town two of South Africa's most populated cities.

Reach

100 front of store activations

7 Mall activations

7 Market activations

3 outside broadcast sampling events

Instagram combined reach: 1 352 000 followers

866 000 listeners on 5FM Nescafe breakfast show

Engagement

Sampling 115 350

VR booth interactions 134 40

37 557 competition entries

Impact

R 3 604 083,32 PR value

Sales

6.5% volume uplift YTD

9.1% value growth YTD

Achievement against business targets

Target- 100 000 samples

Achieved- 115 350 samples

15.35% overachievement on target samples