JAMES KEEFE / Individual Practice
OUGD503 RESPONSIVE
NESCAFÉ AZERA
YCN/ Individual CREATIVE CHALLENGE:
Create a new product innovation for NESCAFÉ AZERA. Come up with a new product innovation for NESCAFÉ AZERA. Think about how the consumers like to experience new things. They have an appetite for new – but it’s got to be convenient to fit into their busy lives.
Considerations Think about creative solutions for ensuring the consumers are able to access the highest quality coffee in an instant.
Target Audience Young and dynamic, the consumer has grown up with coffee shop culture and are drinking higher quality coffee. They are looking for better quality experiences that are convenient and affordable. Age25-35.
Mandatories >Concept Statement: -Tell us what your concept will show consumers and how it will talk to them. >Create a new product innovation: -this doesn’t have to be a revolution; small changes can be just as impactful. >Make it stand out in-store: -Show how you would make your new product innovation catch the attention of audience while they shop. Use any form of media you feel would work (traditional in-store displays, mobile, digital, branded. >Social media campaign to launch new product -Any social media is fine.
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JAMES KEEFE / Individual Practice
OUGD503 RESPONSIVE
NESCAFÉ AZERA
CONCEPT/ Statement ‘Pleasure in the Ease of an Instant’ is a campaign that aims to connect with the young and dynamic with hectic lifestyles. It does this by making the product easily accessible in-store and throughout the day to help with the stress of work and travel. The product will be sold in conjunction with a limited edition thermo cup that consumers can take with them when commuting. This acts as free advertisement for the brand and generates customer loyalty by offering free refills when used in the commuter vending machines. The campaign will be launched through twitter using vending machines situated outside of supermarkets. The consumer simply sends a tweet to the vending machines custom twitter identity with the hash-tag ‘Instant’ to receive a free sample of coffee.
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JAMES KEEFE / Individual Practice
OUGD503 RESPONSIVE
NESCAFÉ AZERA
PRODUCT Nescafe Azera will be sold in conjunction with a limited edition thermo cup. Each cup has a unique bar code that can be scanned to receive a free refill from the commuter vending machines.
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JAMES KEEFE / Individual Practice
OUGD503 RESPONSIVE
NESCAFÉ AZERA
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PRODUCT/ Campaign The commuter vending machines will be placed at commuting hotspots such as petrol and train stations to target young professionals on their way to work.
JAMES KEEFE / Individual Practice
OUGD503 RESPONSIVE
NESCAFÉ AZERA
SOCIAL MEDIA/ Campaign Vending machines located outside of supermarkets will be the platform to launch the campaign. The audience will tweet the vending machine with the hash-tag #Instant to receive a free sample of coffee. The hash-tag will trend the campaign online, raising awareness for the product and brand.
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JAMES KEEFE / Individual Practice
OUGD503 RESPONSIVE
NESCAFÉ AZERA
IN-STORE/ Promotion To make the product stand out in-store the ribbon device acts as a fast lane trailing off the bottom of the vending machine leading the customer through the supermarket directly to the product on shelf.
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