Self-Stirring Mug

Team Members:

A Brief Introduction
NESCAF has been an Australian favourite for
more than two generations.
Integrate and improve the experience of drinking
coffee recreate the coffee experience at home.

Positioning Statement
For coffee lovers who want to recreate their coffee experience, the
self-stirring mug is presented by Nescaf.
Convenient & time saving
Easy to use

Campaign Objectives
Sales Objectives:
Expand the
market share of
instant coffee to
50% within 6
months.
Mug sales contribute 10% of the total
sales within 6 months.

Campaign Objectives
Message Objective:
Recreate customers coffee experience.
Introduce a new way for making hot drinks.

Campaign Objectives
Advertising Objective
Reach 70% of
target audience at
15 times over the
6 months period.

Customer Insight

Retail coffee market

Size: 1 Billion
Consumer
trend: seek for
ways to recreate the
coffee experience

Positively impact
of coffee and its
related products
(Reference: GMID 2015)

Among Australias biggest coffee

drinkers are people who work long
hours.
nearly half the population (46%)
consume coffee

The older, the higher ratio of

consuming coffee
-34% of people aged 19-30 years and
-63% of the population aged 31-50
years
-66% of the population aged 51-70
years

Customer Insight

Millennials
Age: 19 -30
Occupation:
Students, office workers

Target
Audience

Gen X & Baby Boomers

Age: 31- 70
Occupation:
office workers, the retired

Creative
Message Strategy
Message:
Self stirring mug offer you a convenient and
enjoyable coffee experience
Convince the audience rationally
Focus on benefits or reasons
Convenient
Time saving
Slice of Life
Making coffee in office

Video
(TV & Online advertisement)

Creative Message
Strategy
Type:
Informational

Execution
type:

Rational appeal

Demonstration

Message
sidedness

Conclusion
drawing

Mention only
positive product
attributes

Explicit
conclusion

Campaign Example
(Offline)

Newspaper

Point of purchase
Outdoor billboard

TV advertisement

Campaign Example
(Online)
Facebook
advertisement
YouTube
advertisement

Instagram
advertisement

Media Types
Traditional
Media
(Offline)

Medium

Justifications

Television
Newspapers
Outdoor Ads

Accessible to majority of Australian

Television casts the widest reach
Time when majority of families
spend time together
Maximum the exposure of
campaigns
Ads cover most transports (Buses,
Taxis, trains)
Bus shelters, Billboards, Roadsides

Conventional Email
Media
Marketing
(Online)

Facebook
Instagram
YouTube

Banner ads and in-game

advertising
Ads on coffee/mug related web
pages
Cost-effective forms of online
marketing
18 million active online
audiences in Australia
Interactivity, creativity and
engagement
A smartphone device appeals
more to the masses
Convenient and easily accessible

Media Selection

Objectives

Budget & Timeframe

Offline:

Online:

TV 50%
Print Ads 30%

Facebook Rewards 1%
YouTube Ads 19%

2016.01

2016.06

Facebook Activity (2 months)

TV

Outdoor Ads (5 months)

(1 month)
Point of Purchase
(1 month)
YouTube Ads
(3 months)
Official Website
(6 months)

Evaluation of Performance
Sales revenue
Facebook campaign: Tag number, share,
number of participation
Number of YouTube ad view count
Official website traffic (click into category)

Thank you!