Coffee on the Move: How NESCAFÉ’s smart digital OOH campaign redefines refreshment for young consumers.
Table Of Content
Brand History
NESCAFÉ, one of the world leaders in the global coffee market, is synonymous with excellence and value for convenience. As a pioneer of the innovative ready-to-drink range, NESCAFÉ still delivers new hot and cold coffee experiences that respond to and complement the fast-track lifestyle of young people. Being so, it has stayed true to its nature by staying abreast and understanding the changing tastes and preferences of its consumers, most notably those living cities.
Barriers Faced
Lifestyle of Consumers
With the hectic lifestyle of the younger population, NESCAFÉ needed to amplify its brand presence such that it echoed to consumers who wanted the convenience of quick refreshment on-the-go.
High market competition
Various niche to innovative start-up beverage brands have emerged, so NESCAFÉ needed more differentiation and repositioning on the market to remain at the top as a preferred cold coffee choice.
The need for better visibility
Through the location, NESCAFÉ sought to capture its target audience's attention in high-traffic urban locations where the youth spend most of their time.
NESCAFÉ DOOH Campaign
NESCAFÉ had a bright Digital Out-of-Home (DOOH) campaign in partnership with 'Walk The Talk' (WTT). It ran the campaign across more than 100 digital screens in Delhi-NCR and Mumbai's busiest locations, including malls, markets, metro stations, and major flyovers plastering vibrant ads across all these locations.
The core message for the campaign is: NESCAFÉ Ready-to-Drink Range—perfect refreshment for the busy.
Creative visuals and relatable messaging show how NESCAFÉ's products blend into consumers' daily lives, whether it's for college, commuting to work, or a nice day out with friends.
Results
Increased Brand Awareness
It made the brand much more visible in the major cities so that the consumers remember the NESCAFÉ brand at every step that calls for refreshment. Advertisements placed strategically ensured maximal exposure during peak hours of foot traffic.
Increased Consumer Engagement
Post the roll-out campaign, NESCAFÉ experienced a prominent increase in consumer engagement. There was a likelihood of youth reaching out to the brand and seeking the ready-to-drink range offered by the brand, thus reflecting a stronger tie created through the campaign.
Positive Sales Trends
While sales figures are always a matter of internal interest, the preliminary reports are already signaling a positive upward trend in the sales of NESCAFÉ's ready-to-drink portfolio. Strokes, indeed, find the right chords for consumer purchase behavior.
Need transformative digital outdoor advertising strategies to change the face of your brand? Reach out to Excellent Publicity today to find out how we can help you attain your branding and advertising goals!