Coffee major Nescafe has launched a 360 degree integrated
campaign to ensure that its consumers 'shake and make' and
chill with cold coffee this summer.
is making an attempt to ensure that coffee remains a beverage
of choice even in summers and further extend Nescafe's market
leadership in the category, the company said.
has roped in Aegis Media's Posterscope to conceptualise its
outdoor campaign in Delhi and Kolkata while DDB MudraMax has
come on board to work on its OOH campaign in Mumbai.
objective of the campaign was to generate high level of engagement
for this new format of Nescafe amongst the TG. The campaign
has been created around the 'Shake Well Make Well' proposition
(in sync with the ongoing TVC for the brand). Nescafe brand
ambassador Deepika Padukone will feature in the ads across
Group India managing director Haresh Nayak said, "This
is our 3rd year of working on the brand and our 8th summer
related campaign across categories and brands. For this campaign
we have focused on impact through high frequency and have
used our Prism Suite of tools to greater effect."
India senior business director Vinay Goel added, "Keeping
the brand and brief in mind, we planned a high decibel high
impact campaign with extensive mix of out of home media vehicles.
The choices of media for this campaign are strategic wherein
we used traditional media like billboard and unipole for largeness.
Bus shelters, metro stations, mall branding and commercial
office places for reach while Digital OOH like LED screen
and digital screens inside Easy cab used to bring in technology.'
Gurgaon, the DLF buildings were targeted and sculpted by creating
a corridor with multiple media like Wall wraps, building façade,
lift branding, bench branding and scrollers.
of the key challenges for Posterscope was to obtain the desired
quality and number of media vehicles at the right locations.
Multiple hits across all important high traffic routes have
helped quick registration and high recall of the campaign,
the agency said.
Mumbai, more than eighty bus-shelters spread strategically
over the city ensured high-visibility and recall along with
key sites at malls. Volvo and King long buses were also used
to peak the interests, DDB MudraMax said.