Campanie
JM
Challenge: In a competitive market, we wanted to raise awareness for NESCAFÉ Brasero and position it as the coffee that gets you in the mood every morning.
Target: The morning heroes, 25-45 yo for whom mornings are difficult, facing the infamous alarm clock in their ambition to have a good start of the day and, consequently, a good day ahead.
Please consider all the following information CONFIDENTIAL.
Target: The morning heroes, 25-45 yo for whom mornings are difficult, facing the infamous alarm clock in their ambition to have a good start of the day and, consequently, a good day ahead.
Please consider all the following information CONFIDENTIAL.
General Information:
Strategy:
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Idea: What if beautiful mornings really exist? With this thought, we created a new and unique way to wake up that leads to good mood and stops the morning grumpiness: a mobile app that wakes you up in a surprising way. We invited consumers to send their morning thoughts in a written message and, on the same day, get a customized ringtone back. Their morning thoughts were played by Shalala Band, a band specially created for this campaign. Users could set these happy tunes as wake-up ringtones every morning. |
Execution:
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