| Title | LEARNED WITH ONE CUP |
| Brand | NESTLĂ |
| Product/Service | NESCAFE 3IN1 XTRA STRONG |
| Category |
B01. FAST MOVING CONSUMER GOODS |
|
Entrant Company
|
TDI GROUP RUSSIA Moscow, RUSSIA
|
|
Advertising Agency
|
TDI GROUP RUSSIA Moscow, RUSSIA
|
Credits
| Artem Cheley |
TDI Group Russia |
Creative Director |
| Elizaveta Kurochkina |
TDI Group Russia |
Designer |
Results and Effectiveness
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.
Creative Execution
On this example we have created accidental bookmarks in library books which inform about the powerful effect of Nescafe 3in1 Xtra Strong.
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.
Insights, Strategy and the Idea
End-of-term exams. The most dynamic period in the life of a student.
Libraries, handouts, 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.
And the most important thing during that is not to fall asleep.
In that same period Nescafe decided to remind us, that in 3in1 line there is a product just created for the end-of-term exams.
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?
Idea:
Students often use most unusual bookmarks and leave them in the books, including library books. Other students find them and gladly use.