Title | DEAD HOUR BY NESCAFE |
Brand | NESTLE INDIA |
Product / Service | NESCAFE CLASSIC |
Category | B02. Use of Audio Platforms |
Entrant | McCANN INDIA Mumbai, INDIA |
Idea Creation | McCANN INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Prasoon Joshi | McCann Worldgroup | Chief Creative Officer |
Prasoon Joshi | McCann Worldgroup | Chief Creative Officer |
Prateek Bhardwaj | McCann Worldgroup | National Creative Director |
Prateek Bhardwaj | McCann Worldgroup | National Creative Director |
Ashish Nath | McCann Worldgroup | Creative Team Leader |
Vaibhava Bhatnagar | McCann Worldgroup | Creative Team Leader |
Priyanka Sabberwal | McCann Worldgroup | Creative Team Leader |
Bani Singh | McCann Worldgroup | Business Director |
Swati Khanna | McCann Worldgroup | Project Manager |
Jeet Kalra | McCann Worldgroup | Head - Films Division |
Amir Khan | McCann Worldgroup | Creative Resource - Films |
Amit Kumar | McCann Worldgroup | Agency Editor |
Our creative idea stemmed from the insight that the youth was bubbling with bottled-up emotions. They needed a platform where they could be honest and open without the fear of getting judged. We gave it to them in the form of Nescafe Mornings - India’s first ever dial-in show at 5.30 am, a dead hour for the radio industry. A show where the youth could call in and let out their bottled-up feelings, safe in the knowledge that no one’s listening. The timing of the show wasn't just perfect because it enjoyed little listenership but also because it was just the right time to have a steaming cup of coffee.
We tied up with Red FM, India's leading radio station, to launch Nescafe Mornings. The show was deliberately placed in the 'Dead Hour' so that the callers could be open and honest without any fear. Through a TVC based on our RJ's life that ran extensively on TV and digital, a series of radio spots, and multiple posts on Facebook and Twitter, we asked listeners to call in and let out their bottled-up feelings. The show reached millions of people across 4 cities.
On average, the show receives 5x more calls compared to shows in the early morning slot. As a result, it has been extended from 3 to 10 cities across the country. Such has been the impact of the show that the sales of Nescafe large packs (habit packs) has increased by 7.15%. Grabbing an early cup of coffee and letting out some steam have become the new morning habits for India's youth.
Coffee, as a stimulant and a morning beverage, fit in seamlessly into the whole construct of the show. Right from the branding of the show to organically popping up in the RJ’s conversations with the listeners, Nescafe was strongly integrated into the show to create strong brand recall. The idea leveraged the radio medium, one of the oldest mediums in advertising, and pushed its boundaries. We leveraged the Dead Hour (low listenership time slot) and made it an integral part of the idea, displaying an insightful understanding of the medium.
We worked on the insight that the youth was bubbling with bottled-up emotions - a result of extreme work stress combined with old societal codes of unnatural politeness and respect. They needed a platform where they could let out some steam. Running the show in the 'Dead Hour' gave the callers the freedom to say whatever they wanted to because they were assured that hardly anybody would be up listening.