NESCAFE CLASSIC 2018

Brand Challenge

This brand is perceived to be ‘lonely’, and old. So we need to make that connection again, while owning morning in a way that our Malay audience age 35 – 45, can relate to.

So what do we know about our target audience? We reckoned that they would have

been married for a few years by now. Have a couple of children. Romance had died down as life has taken over. They even forget to take that moment together. Oh and how do we bring up morning in this equation?

The Insight

In Malay Muslim society, rezeki is associated with pagi. Windows at home are open in the morning for rezeki to ‘come in’, sedekah is made after subuh for rezeki that is more berkat and mom’s nagging to wake her children up “tak masuk rezeki tak bangun pagi”. That is how important morning is in the context of rezeki to this society. And there’s a saying, “rezeki suami terletak pada keredhaan isteri”.

so, we came up with

Pagi Itu Rezeki

It is the most important time of the day. Mornings these days are just hectic.

People are driving out to work right after subuh.

Mothers are up by 5am to make sure children are ready to go to school. Amidst the morning chaos, we forget to see that mornings do bring new chances each day, we forget to see the motivation behind our routine.

It gets easier to see how blessed mornings are, with recognition and gratitude from a loved one. That recognition comes from the heart. It’s often not spoken, but shown. It is sparked from a freshly prepared cup of NESCAFÉ

Pagi Bertambah Indah dengan NESCAFÉ

Kata-Kata Tak Terucap

Radio

suara-hati-isteri

suara-hati-suami

We find that our consumers, more often than not, are married for at least 5 years and with children. In a society where love is not expressly said, it is shown instead. We just want to remind them how they complement each other in their daily lives & routine, with a cup of NESCAFÉ.

Teaser

Social

Launch 10s FB Videos

Facebook

The challenge: storytelling ad below 10 secs in order to adhere to FB best practice (at that time) & to make it a “thumb stopper”

We extended Pagi Itu Rezeki to

NESCAFE BLEND AND BREW

Discover other project