Building Brand Equity with Special Builds

Nescafe Azera performs well in the instant coffee market but in a category driven heavily by price, brands need to create stand out initiatives to drive up brand equity and give shoppers a reason to buy beyond price.

Nescafe wanted to increase the Azera brand relevance among a younger audience (based on growth of market share) by driving awareness of its Azera by Design project. Azera by Design is an exciting initiative that invites top talent at the University for the Creative Arts to create limited edition designs for the Azera coffee tins. To reflect this, Nescafe wanted a disruptive campaign that would use unique and unexpected formats.

The initiative has never received above the line advertising support but recognising its impact on brand equity, Nescafe launched its biggest campaign yet in 2018.

Posterscope, Zenith and MKTG devised and activated a special OOH campaign to celebrate the 2018 designs, with the launch of its biggest campaign to date. Inspired by the year’s design theme, Unexpected Urban Adventures, the campaign included striking special 3D builds in audience hotspots such as Shoreditch, plus nationwide digital OOH panels that amplified the TV creative to showcase the new tin designs.

Prior to the campaign Azera By Design only had 17% awareness among its target audience. After the campaign, awareness had increased by 25%.