The Campaign

We attended various consumer focus groups and learned that consumers enjoy having coffee in the coffee shop because they like the variety of drinks they can choose based on their mood, and also enjoy the ambience of the coffee shop as it makes them feel relaxed and “at home.” Thus, it gave us the idea that with a NDG machine at home, anyone can enjoy a cup of good coffee at home and the variety will no longer be an issue, and since there is no place better than “home,” our idea needs to have a strong “home connection.” So our idea was to educate the consumers that with the help of NDG, it is possible to “have your own café at home”

Creative Execution

We used a combination of TVC, OLV and Social Media to maximize the awareness of our core theme in the shopping peak season – the annual anniversary sales. But awareness along isn’t enough. By co-working with IKEA we successfully created the café at home theme using their show room and had consumers talking, but to spread this core idea further, we also worked with interior designers so they can advise on how to create a warm and relaxing space at home using NDG. The collaboration was such as success it became NESTLE Global best practice case study. Once we got consumers talking, bloggers and home trials were next up as we need to answer the questions consumers have, such as “what’s in the capsule?” “is it easy to use?” and reviews on the actual product. This is backed up by an interactive mobile ad that simulates the machine operation.

The campaign was evaluated by Millward Brown using their CrossMedia research approach. Overall campaign reach was 98% among core TA, one of the highest reach results achieved in Taiwan. Significant uplifts on brand equity (NDG awareness +5.2% and Drop awareness DOUBLED) and imageries (Drinks variety +10.7% & sharing with friends +8.7%,) all above Taiwan benchmark (average uplifts 2.9%.) But for the client, the most important achievement was 200% sales increase! A record since the brand was introduced in Taiwan since 2011

NDG’s Drop campaign was a huge success and achieved the best sales result since the brand was launched in Taiwan. The key reason for this success was down to giving what the consumers want, by identifying the product barriers, spot the opportunities and come up with an integrated media strategy which includes creative cross-brand collaboration with IKEA (recognized by Nestle Global as best sharing practice) that helps to establish NDG as an essential at home.

NDG Drop has an eye-catching and very stylish design, so we want to ensure this is highlighted and used as a talking point by our target audience. So, to follow our core theme of “have your own café at home.” We know NDG would be most appealing among young, first time home buyers and those who are into decorating their home, so we identified IKEA as a collaboration partner as this is an area to reach out to those people as they often seek decoration ideas and enjoy the design of IKEA. We used these people as our brand advocates as they frequently share what they saw in IKEA on social media.