Winners & Shortlists

LEARNED WITH ONE CUP

TitleLEARNED WITH ONE CUP
BrandNESTLÈ
Product/ServiceNESCAFE 3IN1 XTRA STRONG
Category C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS)
Entrant Company TDI GROUP RUSSIA Moscow, RUSSIA
Advertising Agency TDI GROUP RUSSIA Moscow, RUSSIA
Credits
Name Company Position
Artem Cheley TDI Group Russia Creative Director
Elizaveta Kurochkina TDI Group Russia Designer

The Brief

Brief: to promote Nescafe 3in1 Xtra Strong and its powerful effect among target audience (students). End-of-term exams is the most dynamic period in the life of a student. Libraries, lecture notes, incompletes, studies, studies and once again studies. In fact end-of-term exams for a student start at night, especially the night before the exam. When you need to recall that only lecture you have attended and learn all that you have missed. The most important thing during that is not to fall asleep. And do you think of when you are trying to not fall asleep? You need coffee!

Creative Execution

In the period of end-of-term exams librarians inserted our bookmark closer to the end of the book. Real empty coffee stick with the following message: LEARNED WITH ONE CUP. The student discovered our bookmark and got the message right in the moment when he was really going to study and when he really understood the volume of the work to be done.

Describe the creative solution to the brief/objective.

In that same period (end-of-term exams) Nescafe decided to remind us that there is a product just created for that time. Nescafe 3in1 Xtra Strong which gives so much energy that you will forget about sleeping. But how to tell about that in the right place at the right time? Students often use most unusual bookmarks and leave them in the books, including library books. Other students find them and gladly use. On this example we have created accidental bookmarks in library books which inform about the powerful effect of Nescafe 3in1 Xtra Strong.

Results

We distributed 3000 stick marks in 3 universities. 100% of the students paid attention to our non-conventional medium. 90% liked the medium (according to a survey of students immediately after the activity). 90% saved it.