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When Nescafé Sunrise owned the most momentous morning of the year in Tamil Nadu
Bhakti Malik, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by Nescafé Sunrise, the instant coffee brand, to increase market share in the Tamil Nadu region of India.
This case study describes a campaign by Nescafé Sunrise, the instant coffee brand, to increase market share in the Tamil Nadu region of India. Nescafé Sunrise had been losing market share to competitors which positioned themselves as higher quality. To combat this Nescafé refreshed its original morning coffee proposition, coinciding with the festival of Pongal, dedicated to the sun god 'Surya'. Nescafé used television, print and out of home advertising to create hype and intrigue around an event which created an artificial sunrise, positioning the brand as 'owning the sunrise'. The event received media coverage and interest on social media, and was followed up with further television advertising.
Boost: Winning through (gamified) performance
Sushobhan Chowdhury, Warc Prize for Asian Strategy, Entrant, 2013
This case study explains how Boost, GlaxoSmithKline's energy drink brand, used a tie-up with McClaren Mercedes to target consumers aged 8-24 in India with an online game.
This case study explains how Boost, GlaxoSmithKline's energy drink brand, used a tie-up with McClaren Mercedes to target consumers aged 8-24 in India with an online game. After finding that children most frequently used the internet for playing games, the campaign used online ads and social media to direct consumers towards a game which integrated the brand with racing car driving. This led to increased social media engagement with the brand - a previously under utilised channel - and an increase in sales.
Cadbury Bournvita: Tayyari Jeet Ki (Getting Ready to Win)
Khushnuma Daruwala and Kawal Shoor, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by Bournvita, the malted drink brand, to reverse decline and increase market share in India.
This case study describes a campaign by Bournvita, the malted drink brand, to reverse decline and increase market share in India. Bournvita repositioned the brand as a 'parenting partner' for mothers who wanted their children to do well. The brand message focused on 'preparing to win' and drew attention to the role of mothers in helping and pushing their children to prepare to do well. Television ads showed different parts of preparation, including the role of motherly support, and the brand held an event where children could meet sporting celebrities. As a result of the campaign Bournvita's market share and trust in the brand increased.
Lipton: Celebrating Malaysian-ness over a cup of Lipton
Shankar Rajagopal, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Lipton, the beverage brand owned by Unilever, launched a new tea product in Malaysia.
This case study describes how Lipton, the beverage brand owned by Unilever, launched a new tea product in Malaysia. Lipton took a popular local tea drink previously only available from beverage outlets and created a new product which would allow this kind of tea to be consumed in homes and offices. Lipton faced the challenge of being perceived as a foreign brand by leveraging Malaysia's identity and national drink as something for consumers to be proud of. The campaign used online videos along with online, radio and newspaper advertising to promote the product launch which coincided with Malaysia's national day. As a result of the campaign the sales target was exceeded by 30%.
How Does Your Cappuccino Feel?: Using synaesthesia to create a visually interactive experience of flavour
John Pawle and Dominique Delfaud, ESOMAR, Best Case History Award, Congress, Istanbul, September 2013
This paper uses a case history of the Mane Flavour Company, the fragrance and flavour manufacturer, to discuss the importance of engaging consumers' senses with products and brands.
This paper uses a case history of the Mane Flavour Company, the fragrance and flavour manufacturer, to discuss the importance of engaging consumers' senses with products and brands. Mane has developed an innovative diagnostic approach to flavour testing, by measuring emotional responses using the principles of Synaesthesia (a neuro-psychological mechanism). This technique has now been used for taste testing in a number of different product categories in Russia, the UK, France and Germany. This paper focuses on the latest test completed on instant flavoured cappuccino in the UK, which allowed the company to create 'flavour profiles' of emotions associated with specific flavours. These profiles will be used in brand positioning.
Nescafe India: Moodies
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes a campaign in India by Nescafe, the coffee company, which furthered the brand's positioning as a morning drink.
This case study describes a campaign in India by Nescafe, the coffee company, which furthered the brand's positioning as a morning drink. Social media was key to the campaign, with a Facebook page and an existing social networking mobile app - RockeTalk - utilised. The app was used to send the brand's music jingle to people in the morning and was displayed to user's friends when they listened to it. The campaign gained one million mobile views in three weeks and helped the brand target difficult to reach consumers.
Dare Iced Coffee: How communication allowed Dare to go mental
Lucy Cochran, The Communications Council, Silver, Australian Effie Awards, 2013
This case study explains how Dare Iced Coffee created a campaign in Australia which redefined who iced coffee drinkers were.
This case study explains how Dare Iced Coffee created a campaign in Australia which redefined who iced coffee drinkers were. The campaign idea focused on the message that iced coffee gives you mental strength; in doing so, it tapped into a new target market and need. The campaign resulted in Dare gaining 77 cents of every $1 in category growth. The brand also rocketed to being the number one iced coffee in its key distribution channels.
Design Business Association, Gold, Design Effectiveness Awards 2013
Cadbury Bournvita was losing share in the malted food drink category in India as new competitors entered the market.
Cadbury Bournvita was losing share in the malted food drink category in India as new competitors entered the market. Research found that mothers want to prepare their children - the primary market for the brand - so they can give their best whatever the circumstance. A packaging redesign depicted child figures jumping for joy against a vivid orange background, while a new shape encouraged shelf standout at the same time as reducing manufacturing costs. A new, emotional positioning - Let the Shakti Shine - was developed to capture a sense of self-empowerment. Revenues grew in the target regions at a faster rate than rival brands and share nationally increased 2.2%.
My Starbucks Rewards
Direct Marketing Association - UK, DMA Awards, Gold, 2012
This UK campaign for the coffee chain Starbucks sought to use the My Starbucks Rewards scheme to translate love for coffee into love for Starbucks.
This UK campaign for the coffee chain Starbucks sought to use the My Starbucks Rewards scheme to translate love for coffee into love for Starbucks. It achieved this with the use of two streams of email activity: 'heart' emails kept people updated about their status and rewards; 'soul' emails tempted them with new tastes and offers. The former achieved 'open' rates up to triple the DMA benchmark, while the latter drove sales uplift, especially of new products announced only through email.
Costa Coffee Club loyalty programme
Direct Marketing Association - UK, DMA Awards, Silver, 2012
Coffee chain Costa wanted to drive incremental value and loyalty using its Costa Coffee Club programme in the UK.
Coffee chain Costa wanted to drive incremental value and loyalty using its Costa Coffee Club programme in the UK. Customer behaviour analysis using in-store, Facebook, social and mobile tracking was used to create segmentation models. These were used in turn to create customised product offers to incentivise increased visits and loyalty card use. The results were an rise in average spend of 50%, a frequency increase of 47%, a 20% boost in loyalty, and a rise in net promoter score from 42 to 51. Costa gained incremental net revenue of £21m.
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