Nescafé 3-in-1 Serves Up the Perfect Media Mix
Nestle: Nescafé 3-in-1
Nescafé’s 3-in-1 Perfect Mix was an integrated marketing synergising a multi-channel radio competition, targeted facebook community drive and events to create awareness, trial and brand experience for first-jobber South Africans.
Facebook entry page for the 3-in-1 Perfect Mix campaign, featuring Toya Delazy.
Toya Delazy at the 3-in-1 Perfect Mix finale, performing the campaign song, ‘Love is in the Air’
ONCE UPON A TIME
The 3-in-1 Perfect Mix was an integrated campaign with the objective to build the brand via radio, with an online facebook entry mechanism and downloadable app mixer. The campaign featured Toya Delazy – a rising star in the Sony Music stable – whose image and music synergised with all activities. The campaign was targeted at first jobbers, matching taheir lifestyle and media consumption habits.
BRAND STORY
The Perfect Mix campaign was introduced via facebook and radio promotions. Listeners were asked to ‘like’ the Nescafé 3-in-1 Perfect Mix page as an additional entry mechanism. Toya’s hit song, Love is in the Air, was available as an app download and contestants were challenged to remix the song in their own way. Selected entrants had their mixes flighted as frequency spots for which listeners were encouraged to vote. Broadcast on 7 commercial radio stations, listeners voted for their favourite Strong, Original or Mild mixes.
SYNERGY TALE
The ideal combination of rising star, brand values and media synergies, Nescafé’s 3-in-1 Perfect Mix consisted of an online app – the first of its kind in SA at the time – allowing contestants to remix Toya Delazy’s new music track. Product trial was encouraged by handing out sample packs during morning commutes. Music gigs across the country were sponsored during the promotional period and Toya Delazy performed at the grand finale where one rising DJ won a R50 000 prize.
HAPPILY EVER AFTER
This was the first time in South Africa that a mixer app was available for public consumption in an advertising campaign.
Listen to an edit of the campaign, including presenter interviews with Toya Delazy and contestants from various radio stations.
YFM presenters conducting a live outside broadcast at Nestlé’s Head Office during the 3-in1 Perfect Mix campaign
Toya Delazy poses with Nescafé Marketing Manager and the Metro FM 3-in-1 Perfect Mix winner
Toya Delazy congratulates the three winners at the 3-in-1 Perfect Mix finale event
Winners of the 3-in-1 Perfect Mix pose for the press at the campaign finale
CREDITS
Synergies: Creatrix, Publicis, ZenithOptimedia, Sony Music, Heart of Hearing Studio
Concept and Creative Direction: Creatrix
Scriptwriting, App Mix Selection: Creatrix
Agency: Publicis
Media Strategist: ZenithOptimedia
Record Company: Sony Music
Featured Artist: Toya Delazy
Studio Recordings, Edit & Mix: Heart of Hearing Studio
