MAM

Nescafe launches new summer campaign

Mumbai: 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.

It 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.

Nescafe 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.

The 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 cities.

Posterscope 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."

Posterscope 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.‘

In 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.

One 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.

In 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.

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