Launching the world's most innovative industrial city, on a global scale.
A multi-channel global campaign reaching 89 different countries, including branding & marketing strategy, full CRM strategy, TV, press, events, direct, digital and social communications.
Outputs
A multi-channel global campaign reaching 89 different countrues, including branding & marketing strategy, full CRM strategy, TV, press, events, direct, digital and social communications.
Brand positioning
Social
TV and online video
Airport advertising
Web banners
CRM strategy
Emails
Press
Events
£39m
SALES UPLIFT
CASE STUDY
IN A NUTSHELL
To grab the attention of 18-34s in the coffee aisle
NESCAFÉ AZERA were virtually invisible at shelf to their target audience. On a shelf of browns, blacks and greys, their silver packaging fitted in, instead of standing out.
Truth is, coffee tins all look the same. Sameness is the antithesis of young people. They appreciate individuality, cultural relevancy and brands that go against the grain.
STRATEGY: Coffee for young people should be designed by young people. We teamed up with students at UCA to use NESCAFÉ AZERA as their canvas for culturally relevant, stand out tins with a message.
CREATIVE SPRINGBOARD: Your meaningful story on a tin
Disruptive and meaningful packaging with powerful stories of mental health and diversity, that led to:
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906,410 incremental shoppers
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69k shoppers were entirely new to the category
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£39m+ sales uplift
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+92.5% increase in Tesco market share
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Brand become no.1 market leader of the super premium coffee category
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+1000% ROI
It's Been So Successful, The Campaign Now Runs Annually, With New Designs Launched By New Students Every Year.
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client
NESCAFE
AGENCY
TWELVE
regions
UNITED KINGDOM
DESCRIPTION
Disruptive and meaningful packaging with powerful stories of mental health and diversity, supported by annual campaigns with events, billboards, social, digital and influencer campaigns.
STRATEGY Services
SHOPPER | RETAIL | INTEGRATED CAMPAIGN | SOCIAL | DIGITAL | OUTDOOR | EXPERIENTIAL | EVENTS
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Video DECOta
Discover Decota and Our Designed Projects
Video DECOta
Discover Decota and Our Designed Projects
IMPACT
906,410
INCREMENTAL SHOPPERS
69k shoppers were entirely new to the category
£39m
SALES UPLIFT
By 2019, the campaign achieved total sales uplift of £39m across the promotional period
+92.5%
TESCO MARKET
SHARE INCREASE
We almost doubled the brand's market share in Tesco
no.1
MARKET LEADER
This campaign elevated NESCAFÉ AZERA to category leader in the super-premium instant coffee category,
1000%
ROI
Campaign achieved return on investment of 1000% in 2018
13m
TINS SOLD
Long-term campaign total of 13m tins sold
1m
SOCIAL ENGAGEMENTS
The influencer campaign reached 2.96m people, with almost 1m engagements.
£72m
BRAND VALUE
Growing NESCAFÉ Azera into a £72m a year brand.
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