Malaysian Media Awards Winners Showcase





2023 | |

Nescafe RTD: Embark on a Heart-Striking Journey with Mobile Legends

Advertiser: Nestle Sdn Bhd
Brand: Nescafe
Creative Agency: MINDSHARE MALAYSIA
Credits: -

SID_145_A

Objective & Challenge
Despite its widespread awareness, NESCAFE, as a leader in the coffee category, reached a stagnant phase. To foster growth, NESCAFE recognized the need to explore untapped possibilities within targeted audience segments in the RTD (Ready-to-Drink) category. The focus shifted from mere brand recognition to deep immersion in consumers’ preferences, aiming to establish robust community connections. NESCAFE faced tough competition from brands like WONDA and Pokka, who capitalized on the immense popularity of sports among young Malaysians. They established strong partnerships by sponsoring the EPL League and World Cup 2022. The Challenge: How will NescafeRTD build connection and consideration with Malaysian youth aged 18-34 yo who are quick to reject advertising product push?

Insight & Strategy
Why e-gaming? It’s not just about pushing products; it’s about tapping into a vibrant community. Today’s Gen Z consumers yearn for more than just transactions—they want to belong, find value, and immerse themselves in their passions. In Malaysia, the e-gaming culture has been on the rise, with the country proudly claiming the title of the third largest gaming industry in Southeast Asia, following Indonesia and the Philippines. Why coffee in the gaming arena? Coffee has long been celebrated for its ability to boost energy and enhance concentration. Naturally, engaging with e-gaming audiences aligned perfectly with our brand. We saw a chance to pioneer in the coffee industry by connecting with gamers during their immersive screen sessions—becoming the first to truly comprehend and fulfill their needs. Teaming up with MLBB: NESCAFERTD recognized a golden opportunity to venture into the gaming world, catering to the needs of gamers, especially introverted players who find solace and control in combat-oriented games. We wanted to be part of their world, to speak their language, and embrace their unique culture. That’s when we forged a strategic partnership with Mobile Legends: Bang Bang (MLBB), one of Malaysia’s most adored and popular games. Imagine the excitement of combining the forces of NESCAFE, a beloved coffee brand, with the passionate MLBB gaming community. Together, we set to deliver an electrifying experience to the gamers…but how? Level up the game! We discovered a game-changing insight: capturing gamers’ attention requires more than just awareness. To truly connect, we crafted a value proposition tailored specifically for them. Gamers crave personalized experiences, for themselves and their avatars. So, we merged customization and gamification to create a winning strategy. We kicked off with limited-edition cans featuring Mobile Legends characters, igniting an emotional connection. Four custom cans showcased Valir, Badang, Brody, and Aamon. Released over three months, they became collectible gems, leading up to the mega character can. Brody hit Petronas, Badang rocked 7-Eleven, and Valir powered Shell, while Aamon took the nation by storm. This immersive journey levels up engagement while fulfilling gamers’ desires.

Execution
We kicked off the campaign with a social media frenzy, luring gamers to grab limited-edition cans featuring their favorite characters. Not only that, but we sweetened the deal by offering exclusive gaming merchandise like gaming mats, tissue boxes, and coveted TouchnGo cards for any in-store purchase worth RM10. We spread the word on YouTube, Facebook, Twitter, and Pokkt, ensuring no gamer was left behind. Knowing that in-game currency holds immense value for gamers, we harnessed the power of Mobile Legends’ IP rights and Diamonds currency. Players had the chance to sign up, share their details, and earn Diamonds that could be utilized within the game. This ingenious approach allowed us to gather valuable first-party data on Meta Teaming up with 15 influential gamers, we livestreamed on the Facebook Gaming Community, captivating an audience of 2.7 million with over 100,000 actively engaging in the product through the livestreams. These gaming gurus showcased the limited-edition cans, fueling desire among their followers. To take interactivity to the next level, we introduced Nestle’s first-ever interstitial game banner—a puzzle-based challenge that popped up while gamers were immersed in their favorite combat games like Mobile Legends and Valorant. Players were tasked with completing puzzles featuring the four characters from the limited-edition cans. Successful completion rewarded them with Diamonds to progress further in the game. But our campaign wasn’t confined to the digital realm alone. We made our mark across 23 prominent out-of-home sites in Klang Valley and the northern region, including Penang, grabbing the attention of the masses. The impact of our campaign rippled through 61 media titles, spanning print, online, and social channels, with a staggering 120 pieces of coverage. Esteemed publications like Siakap Keli, Vocket, Oriental Daily, Sinar Harian, Chinese Press, and MSN played a vital role in hyping our campaign. To bolster the coverage, we distributed 120 PR Kits to key gaming influencers like FattahZee, Jaasuzuran, and Rose Gaming. But wait, there’s more! In a thrilling Mobile Legends event at Quill City Mall, NESCAFERTD joined forces with MLBB, forging an electrifying partnership. Gamers and spectators had the chance to participate and win special cans during this exciting collaboration, making headlines on Bulletin Utama and spreading the news far and wide. NescafeRTD conjured an immersive experience for gamers, raising awareness and igniting fervor for their exclusive cans.

Effectiveness
The integration campaign achieved remarkable results: • Reached 65% of 10Mil audiences on Facebook & 63% of 8Mil on YouTube. Livestreaming- reached out to 2.7Mil audiences with 10% engagement (benchmark: 5%) • Twitter video garnered 40% higher completed views than planned with 20% engagement rate (benchmark: 10%) • Pokkt Game reached a 50% completion rate and 11% ER (benchmark: 7%) • ROAS of 16x on FB CPAS with products sold out on Shopee within 15 days- Average 3x prior • Generated a total PR value of RM 950,000 – an ROI of 3X In terms of business results with 1.7Mil Reach • NESCAFE was able to sell 7 Million cans within the span of 3 months with +36.5% of volume growth • An increase of 30bps in the NESCAFERTD market share • 7% shift from light & medium users into heavy users for the brand • Increase in loyalty among the gamers grew by 4%