NESCAFE BRAND ACTIVATION

WITHLOYALTY REWARD SCHEME

As submitted by Maddhaus Productions 18th January 2016

NESTLE GHANA LIMITED (NGL)

BRAND ACTIVATION AND LOYALTY SCHEME

UNIQUE MESSAGE

Start your day with

OBJECTIVESTo 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

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

MESSAGE TARGETTarget:

Corporate institutions that need to energize their staff throughout a hectic working dayThe general mall shopping public especially students and stay at home mums who need to start their day with a burst of energyTheir 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

WHAT NESCAFE STANDS TO GAIN

Effective consumer engagement

Positive brand image

Exponential sales growth

Key data and consumer feedback

OUR ACTIVATION CAMPAIGNOur Brand Activation Campaign Include 5 Key Steps

STRATEGY AND PLANNINGClient Consultation

Budgetary plan

Process plan

Site Plan

Activation key deliverables check-list

Equipment, Training and Logistic planning

Safety and Contingency plan

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

Storage, transportation and logistics check-list

Pre-demo site survey check-list

ACTIVATION EXECUTIONKey deliverables check-list

Activation coordination and supervision

Inventory management

Consumer Feedback

Event Photo

Resource reviews and audits

Data collection

EVALUATION & REPORTINGData evaluation, tabulations and processing

Weekly, Monthly, Quarterly and Final Campaign reports

Key Recommendations for renewed planning phase

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

AIRTIME RADIO SCHEDULEFor 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

SOCIAL MEDIA SCRIPTThe 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.

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

• 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 @NestleGhanaJoin 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 NescafeUse the hashtag (#) to correlate data of feedback and comments in order to gain more customer insight

Suggested hashtags (#):#StartyourdaywithNescafe#BreakfastwithNescafe#Iamanescafeaddict#iamaNestleCustomer

THE LOYALTY SCHEME

The agency’s AssumptionsThe 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

MALLS TO TARGETAccra 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

The LaunchProject: Launch of The Nescafe Loyalty Reward Scheme- Start Your Day with Nescafe

Proposed Venue(s): • Accra Mall

Proposed Date: 1st March, 2016Proposed 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

The launch will be in two parts: (i) a Press Release (ii) an activationBeing 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 mobsSales associates inviting consumers using two wheeled scootersTasting of different range of Nescafe ProductsLucky 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

The Activation Schedule

VENUE DATEAccra 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