Nescafe lures Mumbaikars with a steaming innovation

It is monsoon and coffee brand Nescafe is back to make a statement yet again with its new OOH campaign ‘Badal Life Ki Raftaar’. The sudden, mischievous downpour, the romance of the grey clouds and the bank of hanging mist leaves one luxuriating in this much-loved season. Think monsoon and several munchies come to the mind. It’s certainly a cliché but few joys can match up to the experience of watching the pitter-patter of rain on your window and a freshly brewed cup of coffee.

Executed by Street Talk, the brand occupied the OOH medium solely considering its TG. The objective of the innovation was to spread the message that “You can’t guzzle a hot drink, it has to be taken slowly” (making it the perfect way to measure out breaks) and while you’re sipping and blowing and waiting for that optimum comfortable drinking temperature, you can inhale the warmth of the aromatic vapours.

A lot of insights were put in place to arrive at the pockets that would have the best impact on the potential consumers. The agency studied the best permutation and combination with media price, site visibility potential and the best of site characteristics to arrive at the media placements specifically addressing the right TG.

The cluster approach at key junctions aided immediate buzz for the brand. The brand was made highly visible using a No-Miss Media Approach where, the handpicked media did complete justice to brand.

But the highlight of the campaign was the innovative steaming Cup of Coffee, strategically placed at high traffic zones across multiple locations to attract significant eyeballs. The billboard featured a coffee mug emitting fumes, emulating steam from a freshly brewed cup of coffee.

The objective of the innovation was to spread the message that you can’t guzzle a hot drink, it has to be taken slowly (making it the perfect way to measure out breaks) and while you’re sipping and blowing and waiting for that optimum comfortable drinking temperature, you can inhale the warmth of the aromatic vapours.

The campaign successfully captured & grabbed a space in the TG’s minds.