Nescafé romances Mumbaikars with new OOH campaign

Executed by Street Talk, this time the brand solely chose the OOH medium, considering its TG

e4m by exchange4media Staff
Updated: Aug 2, 2018 5:54 PM

Nescafe coffee is back to make a statement yet again with its new OOH campaign 'Badal Life Ki Raftaar’ this monsoon. Cliched it might be, but rains, romance and a hot cuppa coffee always go hand-in-hand. 

Executed by Street Talk, this time the brand solely chose the OOH medium, 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 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, emulating steam from a freshly brewed cup of coffee.  
The cluster approach at key junctions aided immediate buzz and high visibility for Nescafe.

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