Our target awoke to ‘Wake Up The Spirit’ radio broadcasts. These were complemented by sponsorship of morning TV News programmes, incorporating triple spot roadblocks and in-programme product placement to quickly generate mass reach in a relevant context. Giant billboards were strategically placed on the BTS skytrain in prime locations never used before. Innovative elevator and structure wrappings maximized our exposure and impact on the most popular commuter vehicle in the country.

Research verified we gained 50% reach within two days of launch, and 90% within the month. Nescafe is category leader in a battlefield for share-of-mouth, and any slight movement is considered momentous. Our campaign resulted in a whole 1% incremental share growth, equating to US$8.9m. Truly a remarkable accomplishment!