Cannes Lions

Big Start

IRIS WORLDWIDE, London / NESCAFE / 2016

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Overview

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Credits

Overview

Description

Our audience each had unique, busy and usually rushed morning routine. How could the brand genuinely improve their morning without getting in the way?

Our solution was to collaborate with our audience to give someone they knew a unique Big Start to their day. We uniquely tailored each prize to that friend, being reflective of each of their real and individual personalities – from waking the sleeping dead with the National Philharmonic orchestra in their garden, to taking mum on the school run in the Queen’s horse-drawn carriage.

Execution

The campaign launched with an on-pack promotion asking consumers to nominate a friend for one of Nescafe’s Big Starts. Our jars became a media channel to encourage participation. Consecutively, our first promoted film went live, with the lovable stooge “Unlucky” Dave.

Dave is a charming fella who’s always down on his luck. On a walk to Sunday football, our production team and his pals hid out of sight, to give him a Big Start he’d never forget.

The film’s call to action invited others to nominate their friends, with winners starring in their own Big Start films, and runners-up winning morning hampers.

Following amazing results from the digital films, the campaign was extended to TV, and we created even more Big Starts.

Extending outside of our owned channels, the campaign included a media first; partnering with ITV’s ‘Good Morning Britain’ to deliver live, personalised morning shout-outs from Twitter.

Outcome

The campaign struck an emotional chord with our audience and charmed our critics. The films currently have a combined total of over 16 million views across Facebook, Twitter and YouTube, with more than 50k and over 12k shares across Facebook and Twitter.

These figures meant that within the first 4 weeks of our 6 months campaign we had delivered an outstanding 286% of our KPI’s.

As the Big Starts continue to role out throughout 2016, we hope the results will continue to exceed expectations.

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2023, NESCAFE

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