People drink Nescafe 3in1 exclusively at nights when they need to stay awake. 21st December is the hardest night to stay awake as it is also the longest. We wanted to own the longest night, as it was a good way to prove that our brand was the coffee for the long nights.

The spot was aired in eight most watched TV channels between 23:00 - 23:30. We placed teasers before the film to announce that something very unusual was coming at the night commercial break. The spot was also uploaded to different internet video sites simultaneously to maximize our reach.

The spot generated 650,000 social media impressions in likes, shares and comments. The brand grew 148% in sales during the campaign time.