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SUB CATEGORY :
BEST USE OF FILM & RADIO
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COMPANY ENTERING :
MCCANN WORLDGROUP INDIA, MUMBAI
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ENTRY TITLE :
THE DEAD HOUR BY NESCAFE
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BRAND :
NESCAFE
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ADVERTISER :
NESTLÉ INDIA LTD.
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AGENCY :
MCCANN WORLDGROUP INDIA, MUMBAI
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CHIEF CREATIVE OFFICER :
PRASOON JOSHI
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EXECUTIVE CREATIVE DIRECTOR :
PRATEEK BHARDWAJ
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COPYWRITER :
VAIBHAVA BHATNAGAR/PRATEEK BHARDWAJ/ASHISH NATH
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ART DIRECTOR :
PRIYANKA SABBERWAL
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ACCOUNT DIRECTOR :
BANI SINGH
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ACCOUNT MANAGER :
SWATI KHANNA
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STRATEGIC PLANNING DIRECTOR :
JITENDER DABAS
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AGENCY PRODUCER :
JEET KALRA/AAMIR KHAN
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OTHER CREATIVE CREDITS :
AMIT KUMAR
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SOUND PRODUCTION COMPANY :
REDFM, NEW DELHI
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THE BRIEF :
NESCAFE WANTED TO CHANGE THE WAY INDIA’S TEA-DRINKING YOUTH START THEIR MORNINGS. IT WANTED TO HELP THEM FORM NEW HABITS AND CHALLENGE EXISTING NORMS AND CULTURE. NESCAFE WANTED TO FORM A DEEP CONNECTION AND ENGAGEMENT WITH THIS AUDIENCE AND SHOW THEM A NEW WAY TO START THE DAY.
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THE STRATEGY :
THE INSIGHT WAS THAT INDIA’S YOUTH WAS BUBBLING WITH BOTTLED UP RAGE AND EMOTIONS – A RESULT OF EXTREME WORK STRESS COMBINED WITH OLD SOCIETAL CODES OF UNNATURAL POLITENESS AND RESPECT. WE CREATED A PLATFORM FOR THEM TO LET THESE BOTTLED UP FEELINGS OUT. SAFE IN THE KNOWLEDGE THAT NOBODY WOULD BE LISTENING. TO GET OUR AUDIENCE TO TALK WITH US, WE CHOSE A TIME WHEN WE WERE SURE NOBODY ELSE WOULD BE LISTENING.
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THE EXECUTION :
NESCAFE TIED UP WITH RED FM, A LEADING RADIO CHANNEL, TO LAUNCH NESCAFE MORNINGS – INDIA’S FIRST EVER DIAL-IN SHOW AT 5.30 AM, A DEAD HOUR FOR THE RADIO INDUSTRY. WE INVITED PEOPLE TO DIAL IN AND SCREAM OUT THEIR BOTTLED UP FEELINGS, KNOWING THAT THE CITY WAS ASLEEP, AND LIGHTEN UP BEFORE THEY START THE DAY. MAKING NESCAFE MORNINGS A SHOW FILLED WITH ITS AUDIENCE’S UNRESTRAINED LETTING OUT OF THEIR EMOTION. PLANNED FOR 3 MONTHS ACROSS 4 METROS, THE PROGRAMME IS NOW EXTENDED TO A YEAR IN PAN-INDIA MARKETS.
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THE RESULT :
NESCAFE MORNINGS HAS KILLED THE ‘DEAD HOUR’. IT HAS 5 TIMES MORE DIAL-INS THAN AVERAGE PRIME MORNING SHOWS (7AM -12 NOON). NESCAFE BRAND SCORES HAVE INCREASED BY AS MUCH 15 BASIS POINTS ACROSS DIFFERENT PARAMETERS, INCLUDING ASSOCIATIONS WITH MORNINGS. AND FINALLY, SALES OF SKUS LARGER THAN 25G INCREASED BY 7.15%, SHOWING THAT NEW REGULAR DRINKERS WERE BEING ADDED TO THE COFFEE HABIT.