Nescafé Extra Strong: Sample creative brief and campaign
Client:
Nescafé
Overview:
- A high percentage of the population are not ‘morning people.’
- Annoyance in the morning is exacerbated by having to wake up early to go to work, the grogginess accompanied by early rising, and dealing with traffic congestion that might make them late.
- Coffee is ingested at several points of the working day: at home before going to work, in the car and in the office.
- There are strong links between coffee drinking high-stress jobs with a heavy workload.
- Many who commute by car listen to the radio on the way to work.
Objective:
- To entice consumers to switch their favoured instant coffee brand to Nescafé Extra Strong (imaginary product).
- To capitalise on this feeling of early morning annoyance with the goal of increasing sales of Nescafé’s new product, Nescafé Extra Strong Instant Coffee .
- To encourage the consumer to form an association between morning frustration and the product, therefore inducing them to have the product at the forefront of their thoughts whenever they experience this aggravation.
- To craft a campaign that works across a variety of media: radio, TV, print, billboard, and social media.
Target Audience:
- The consumer will be aged between 20-53 with a middling to high household income. They are not morning people and experience early morning irritation in several areas: the interruption of sleep, the process of getting ready for work at home (e.g., showering, making breakfast, putting on work clothes), and the journey from home to the workplace. The consumer works in a high-pressure or fast-paced office environment with a heavy workload and thus requires energy and a clear head to function and to be in an agreeable mood. 40% of the target audience will drive a car to work. The consumer must be comfortable with drinking coffee whether it is an occasional or regular occurrence.
Product attributes:
- Nescafé Extra Strong boasts a high concentration of coffee.
Key message/single minded proposition:
- Make mornings easier (this will be the slogan)
Substantiation:
- Nescafé Extra Strong helps alleviate morning frustration by making the process of getting up and going to work endurable.
Desired brand character:
- Temperament: good-humoured, sympathetic
- Character: comical and witty, surreal and absurdist, highly quotidian
- Presence: startling, must incite curiosity
- Feel: annoying in the sense that one must relive their frustrations when encountering the campaign. However, a sense of relief must be projected as a final impression
- Sound: alarm clocks, car engines, radio programmes, email alerts, kettle
Nescafé Extra Strong: Sample creative brief and campaign
Client:
Nescafé
Overview:
- A high percentage of the population are not ‘morning people.’
- Annoyance in the morning is exacerbated by having to wake up early to go to work, the grogginess accompanied by early rising, and dealing with traffic congestion that might make them late.
- Coffee is ingested at several points of the working day: at home before going to work, in the car and in the office.
- There are strong links between coffee drinking high-stress jobs with a heavy workload.
- Many who commute by car listen to the radio on the way to work.
Objective:
- To entice consumers to switch their favoured instant coffee brand to Nescafé Extra Strong (imaginary product).
- To capitalise on this feeling of early morning annoyance with the goal of increasing sales of Nescafé’s new product, Nescafé Extra Strong Instant Coffee .
- To encourage the consumer to form an association between morning frustration and the product, therefore inducing them to have the product at the forefront of their thoughts whenever they experience this aggravation.
- To craft a campaign that works across a variety of media: radio, TV, print, billboard, and social media.
Target Audience:
- The consumer will be aged between 20-53 with a middling to high household income. They are not morning people and experience early morning irritation in several areas: the interruption of sleep, the process of getting ready for work at home (e.g., showering, making breakfast, putting on work clothes), and the journey from home to the workplace. The consumer works in a high-pressure or fast-paced office environment with a heavy workload and thus requires energy and a clear head to function and to be in an agreeable mood. 40% of the target audience will drive a car to work. The consumer must be comfortable with drinking coffee whether it is an occasional or regular occurrence.
Product attributes:
- Nescafé Extra Strong boasts a high concentration of coffee.
Key message/single minded proposition:
- Make mornings easier (this will be the slogan)
Substantiation:
- Nescafé Extra Strong helps alleviate morning frustration by making the process of getting up and going to work endurable.
Desired brand character:
- Temperament: good-humoured, sympathetic
- Character: comical and witty, surreal and absurdist, highly quotidian
- Presence: startling, must incite curiosity
- Feel: annoying in the sense that one must relive their frustrations when encountering the campaign. However, a sense of relief must be projected as a final impression
- Sound: alarm clocks, car engines, radio programmes, email alerts, kettle
Posted 1 year ago
