DEAD HOUR BY NESCAFE

TitleDEAD HOUR BY NESCAFE
ClientNESTLE INDIA
Product / ServiceNESCAFE CLASSIC
CategoryB03. Use of Broadcast
EntrantMcCANN INDIA Mumbai, INDIA
Idea Creation McCANN INDIA Mumbai, INDIA

The Campaign

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.

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

By tying up with Red FM, India’s leading radio station, Nescafe Mornings reached into millions of homes every morning, 5 days a week . The show gave the youth a platform to let out their bottled-up feelings. As people started calling in, letting out became a gratifying habit along with drinking coffee. The continuous interaction brought Nescafe alive for the TG and formed such a strong connect that the show averaged 5x more calls as compared to shows in the prime morning slot.

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.

Credits

Name Company Position
Prasoon Joshi McCann Worldgroup Chief Creative Officer
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