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NESCAFE BRAND
ACTIVATION
WITH
LOYALTY REWARD SCHEME
As submitted by Maddhaus Productions 18th January 2016
NESTLE GHANA LI...
BRAND ACTIVATION AND LOYALTY SCHEME
UNIQUE MESSAGE
Start your day with
OBJECTIVES
To increase the brand salience of Nescafe
To engage our target audience with the aim of fostering an
interactio...
HOW WE INTEND TO ACHIEVE THESE SET OBJECTIVES
Availability of NESCAFE enhanced through an expansion of the
vending machine...
MESSAGE TARGET
Target:
Corporate institutions that need to energize
their staff throughout a hectic working day
The genera...
WHAT NESCAFE STANDS TO GAIN
Effective consumer engagement
Positive brand image
Exponential sales growth
Key data and consu...
OUR ACTIVATION CAMPAIGN
Our Brand Activation Campaign Include 5 Key Steps
STRATEGY AND PLANNING
Client Consultation
Budgetary plan
Process plan
Site Plan
Activation key deliverables check-list
Equ...
HUMAN RESOURCE MANAGEMENT
Qualify and retain Human Resource
Training
Scheduling
EQUIPMENT AND LOGISTICS MANAGEMENT
Kiosks and display design , hardware acquisition.
Equipment and supplies check-list
Sto...
ACTIVATION EXECUTION
Key deliverables check-list
Activation coordination and supervision
Inventory management
Consumer Fee...
EVALUATION & REPORTING
Data evaluation, tabulations and processing
Weekly, Monthly, Quarterly and Final Campaign reports
K...
MEDIA
Radio: Joy FM, Peace FM, Citi FM, Starr FM, Atlantis Radio, Sunny FM, Radio
Universe
Newspaper: Daily Graphics; The ...
AIRTIME RADIO SCHEDULE
For this campaign to have a significant effect, the intensity of the adverts should be hard.
Below ...
SOCIAL MEDIA SCRIPT
The social media is a pictographic
platform with a need for constant
update with new content in order
...
Coffee is the No. 1 source of antioxidants! New research has shown that
coffee is a rich source of antioxidants, and contr...
• The social media ads: Facebook and Instagram will be used to advertise the
Loyalty Reward Scheme and the Nescafe brand a...
THE LOYALTY SCHEME
The agency’s Assumptions
The preferred plan is drawn under the pretext that:
Nescafe products and souvenirs will be assess...
MALLS TO TARGET
Accra Mall
Achimota Mall
West Hills Mall
Marina Mall
Palace Hypermarket
Melcom Plus (Industrial Area)
Melc...
The Launch
Project: Launch of The Nescafe Loyalty Reward Scheme- Start Your Day with Nescafe
Proposed Venue(s):
• Accra Ma...
The launch will be in two parts: (i) a Press Release (ii) an activation
Being that the campaign and promotion alongside th...
The Activation Schedule
VENUE DATE
Accra Mall 1st – 3rd March, 2016
Achimota Mall 4th – 6th March, 2016
West Hills Mall 7t...
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Nescafe brand activation

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Brand activation proposal for Nescafe

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Nescafe brand activation

  1. 1. NESCAFE BRAND ACTIVATION WITH LOYALTY REWARD SCHEME As submitted by Maddhaus Productions 18th January 2016 NESTLE GHANA LIMITED (NGL)
  2. 2. BRAND ACTIVATION AND LOYALTY SCHEME
  3. 3. UNIQUE MESSAGE Start your day with
  4. 4. OBJECTIVES To increase the brand salience of Nescafe To engage our target audience with the aim of fostering an interaction with the Nescafe brand To improve brand loyalty for Nescafe leading to an increase in sales for the brand
  5. 5. HOW WE INTEND TO ACHIEVE THESE SET OBJECTIVES Availability of NESCAFE enhanced through an expansion of the vending machine network especially in corporate institutions Seamlessly integrating above-the-line marketing communication means in a creative platform in order to activate target audience Deliver to the doorpost of the target market exciting experiences that resonates with them, thereby giving them a sense of recognition by a multinational brand
  6. 6. MESSAGE TARGET Target: Corporate institutions that need to energize their staff throughout a hectic working day The general mall shopping public especially students and stay at home mums who need to start their day with a burst of energy Their Thoughts: i. That Nescafe is a multinational company that delivers quality products that enhances your body performance (opportunity) ii. That Nescafe contains caffeine which is addictive and causes negative side effects (threat) Campaign Tone: Aggressive
  7. 7. WHAT NESCAFE STANDS TO GAIN Effective consumer engagement Positive brand image Exponential sales growth Key data and consumer feedback
  8. 8. OUR ACTIVATION CAMPAIGN Our Brand Activation Campaign Include 5 Key Steps
  9. 9. STRATEGY AND PLANNING Client Consultation Budgetary plan Process plan Site Plan Activation key deliverables check-list Equipment, Training and Logistic planning Safety and Contingency plan
  10. 10. HUMAN RESOURCE MANAGEMENT Qualify and retain Human Resource Training Scheduling
  11. 11. EQUIPMENT AND LOGISTICS MANAGEMENT Kiosks and display design , hardware acquisition. Equipment and supplies check-list Storage, transportation and logistics check-list Pre-demo site survey check-list
  12. 12. ACTIVATION EXECUTION Key deliverables check-list Activation coordination and supervision Inventory management Consumer Feedback Event Photo Resource reviews and audits Data collection
  13. 13. EVALUATION & REPORTING Data evaluation, tabulations and processing Weekly, Monthly, Quarterly and Final Campaign reports Key Recommendations for renewed planning phase
  14. 14. MEDIA Radio: Joy FM, Peace FM, Citi FM, Starr FM, Atlantis Radio, Sunny FM, Radio Universe Newspaper: Daily Graphics; The Mirror; B&FT; Daily Guide; Ghanaian Times Blogs: ameyawdebrah.com; myJoyOnline.com; ModernGhana.com Social Media Platforms: Instagram; Facebook; Twitter; YouTube PROPOSED MEDIA
  15. 15. AIRTIME RADIO SCHEDULE For this campaign to have a significant effect, the intensity of the adverts should be hard. Below is a base rate with the suggested spots (jingles) and LPMs, for a one month period. We also suggest that the campaign will work with top six (6) radio stations, with the schedule below; and 4 supplementary stations; segmented into the language focus and demographics of the stations: English, and the local stations; and the trendy young, and the corporate. Total 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T LPM 0 SPOT 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23 LPM 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23 SPOT 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23 1:00pm - 3:00pm SPOT 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 46 LPM 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23 SPOT 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 46 LPM 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23 SPOT 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23 SPOT 10 10 10 10 10 10 10 10 80 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 310 7:00pm - 10:00pm Time Format 6:00am - 10:00am 10:15am - 1:00pm 3:15pm - 6:00pm 30 SECONDS 8 Weeks 1st March, 2016 17th April, 2016
  16. 16. SOCIAL MEDIA SCRIPT The social media is a pictographic platform with a need for constant update with new content in order to hold interest. Therefore, the campaign on this platform will maintain a particular theme, with varying pictures and messages. The message will be educative facts that are specific to the Nescafe Brand: “Do You Know that…”. This will be used to educate the public on the Nescafe brand and it’s products. Educating the public in such a manner will subliminally communicate relevance to the now enlightened individual and link the Nescafe brand to their newly acquired knowledge (a Top Of Mind Awareness (TOMA) strategy) These platforms: Instagram, Facebook, and Twitter; which are linked; will also be used to expose to the public to the successes of Nescafe and her selling points, in pictures and words.
  17. 17. Coffee is the No. 1 source of antioxidants! New research has shown that coffee is a rich source of antioxidants, and contributes significantly to your daily total antioxidant intake. Antioxidants can help protect your cells from oxidation and your body from heart disease, cancer and premature aging! Coffee helps you learn better and stay more alert at work! Studies show that people who drink coffee are relaxed and more interested in their work. The caffeine in coffee helps restore and maintain alertness – improving performance and enhancing your mood. It is the perfect brew to get you through the second half of the working day! When studying, coffee helps improve attention and wakefulness, increasing attentiveness and by that it facilitates learning. Coffee also enhances your physical performance! According to research, caffeine plays a role in providing energy for better physical performance. This could help athletes perform better at endurance exercises of short and long durations, as well as high intensity routines. It can also reduce post-workout muscle pain and feelings of fatigue during the last minutes of work-out. Zero calories in every cup! 1 cup of soluble coffee (NESCAFE®) has less than 2 calories. In fact it is what you add to the coffee that adds calories. So remember to have your cup with less sugar and low fat milk or creamer! Examples
  18. 18. • The social media ads: Facebook and Instagram will be used to advertise the Loyalty Reward Scheme and the Nescafe brand as a whole. The TVc will be used on YouTube; and linked to Facebook. • Bloggers with ample followings will be used to influence people on Instagram to: Follow @NestleGhana Join the social media competition: where Instagram users (grammers) submit a 15 second video drinking their daily cup of Nescafe and stating one fact they know about a Nescafe product making a comment about their impression of Nescafe. This maintains an actual dialogue with customers. This competition will be a miniaturized version of the Customer Loyalty Reward Scheme which will have prizes as incentives based on number of purchases of Nescafe Use the hashtag (#) to correlate data of feedback and comments in order to gain more customer insight Suggested hashtags (#): #StartyourdaywithNescafe #BreakfastwithNescafe #Iamanescafeaddict #iamaNestleCustomer
  19. 19. THE LOYALTY SCHEME
  20. 20. The agency’s Assumptions The preferred plan is drawn under the pretext that: Nescafe products and souvenirs will be assessable to the agency for the period of the campaign Support from the management of Nestle during the campaign What the agency wants to avoid: During the development of this scheme concept, the agency had in mind to circumvent Coming up with a scheme that costs money Is difficult to re-implement Risk upsetting the already existing Nescafe customers with the scheme’s process The customers getting loyal to the campaign rather than the Nescafe Brand Develop a campaign that delivers a “win-win” on a short term Develop a campaign that will generate customer insights for persistent use over time The agency’s target: BACKGROUND
  21. 21. MALLS TO TARGET Accra Mall Achimota Mall West Hills Mall Marina Mall Palace Hypermarket Melcom Plus (Industrial Area) Melcom Tema Comm. 1 Melcom Kumasi Adum Melcom Takoradi Melcom Cape Coast Melcom Koforidua Melcom Ho Melcom Techiman Melcom Tamale
  22. 22. The Launch Project: Launch of The Nescafe Loyalty Reward Scheme- Start Your Day with Nescafe Proposed Venue(s): • Accra Mall Proposed Date: 1st March, 2016 Proposed Performers: Flash Mob Ghana Aim: • To Generate and sustain Awareness for the Nestle Brand. • To generate awareness of the Loyalty Reward Platform for every class of Nescafe customers • To generate as much pictures for amplification through internally controlled media: online and print • To get everyone present to have a real good time and tying the pleasant feeling to the Nescafe brand • To generate sales on the day of activation by selling Nescafe Products
  23. 23. The launch will be in two parts: (i) a Press Release (ii) an activation Being that the campaign and promotion alongside the loyalty reward scheme is especially targeting corporate workers and students, we propose that a part of the launch will be focused on having a nationwide activation at all malls Attention-grabbing activities such as: Choreographed dances by our flash mobs Sales associates inviting consumers using two wheeled scooters Tasting of different range of Nescafe Products Lucky Dips The press release will see all the major media houses: TV, radio, publications, blogs, etc. converge at the Accra Mall which will give Nescafe a window of exposure for the campaign, all all that is it for the general public. On the day of the launch, there would be a mini draw will held at the Accra Mall. Any consumer who buys the products shall be entitled to a lucky dip. Prices such as: Nescafe Mugs, Pens, Polo Shirts, movie tickets etc
  24. 24. The Activation Schedule VENUE DATE Accra Mall 1st – 3rd March, 2016 Achimota Mall 4th – 6th March, 2016 West Hills Mall 7th – 9th March, 2016 Marina Mall 10th – 12th March, 2016 Palace Hypermarket 13th – 14th March, 2016 Melcom Plus Industrial Area 15th – 17th March, 2016 Melcom Tema Community 1 19th – 21st March, 2016 Melcom Adum Kumasi 23rd – 25th March, 2016 Melcom Takoradi 27th – 29th March, 2016 Melcom Koforidua 30th – 1st April, 2016 Melcom Cape Coast 3rd – 5th April, 2016 Melcom Ho 7th – 9th April, 2016 Melcom Techiman 11th – 13th April, 2016 Melcom Tamale 15th – 17th April, 2016

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