2013 | Silver | Best Use of Out of Home Media
Advertiser: Nestle Products Sdn Bhd Brand: NESCAFE Creative Agency: Publicis Credits: Mindshare Malaysia — Cindy Chia (Director, Client Leadership), Gilbert Vicente (Associate Director), Choo Hooi Jinn (Executive), Christine Poe (Manager), Chun Kok Fei (Senior Executive), Alloy Advertising Sdn Bhd, NESTLE Products Sdn Bhd
“Let’s Nescafe and See What Develops” was Nescafe’s 2012 campaign theme that illustrated the possibilities of drinking Nescafe. The challenge was to bring a dynamic theme to life on a static billboard along one of the country’s busiest highways, and to get Malaysians excited about the billboard.
The billboard, a blank canvas that “developed over time”, revealed new imagery every week and in the mornings when our target audience – motorists stuck in rush-hour traffic –would be driving to work. As our target audience would be tuned in to their radios, we engaged radio DJs to make live announcements while the billboard visuals were changing, to catch our audience’s attention and encourage them to go viral about the activity, hence amplifying it.
Development to the billboard visual was done every Monday morning during rush hour, with collaborations with the local council that directed traffic during the change. This created curiosity and buzz in addition to live updates by DJs from two top radio stations, Hot FM and Hitz FM, on air and on Facebook. Radio cruisers also went on location to broadcast updates. Listeners were invited to watch the developments and discuss them on Facebook.
Our billboard became the talk of the town! Buzz and talkability was evidenced by the active sharing, liking and commenting on the DJs’ Facebook pages: in four weeks the billboard posts generated 243% more likes, 641% more comments, and 445% more shares. Brand saliency increased by 7% (source: Millward Brown).