| Title | LEARNED WITH ONE CUP |
| Brand | NESTLĂ |
| Product/Service | NESCAFE 3IN1 XTRA STRONG |
| Category |
A03. USE OF MERCHANDISING/IN-STORE MARKETING |
|
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 |
The Brief
To promote Nescafe 3in1 Xtra Strong and its powerful effect among target audience.
Describe how the promotion developed from concept to implementation
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 there is a product just created for that.
Students often use unusual bookmarks and leave them in the books. Other students find them and gladly use.
Thus, we have created accidental bookmarks in library books which inform about the powerful effect of coffee.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
In the period of end-of-term exams librarians inserted our bookmark closer to the end of the book.
Real empty coffee sticks 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.