The document proposes a brand activation and loyalty reward scheme for Nescafe to increase brand salience, engagement, and loyalty. Key objectives are to increase Nescafe's brand awareness and sales. The proposal includes launching the scheme at malls across Ghana over one month with flash mobs, product sampling, lucky dips and prizes. A social media campaign on Facebook, Instagram and blogs will educate users on Nescafe facts and promote the scheme with hashtags. The launch will be at Accra Mall with media present.

1. NESCAFE BRAND
ACTIVATION
WITH
LOYALTY REWARD SCHEME
As submitted by Maddhaus Productions 18th January 2016
NESTLE GHANA LIMITED (NGL)

2. BRAND ACTIVATION AND LOYALTY SCHEME

3. UNIQUE MESSAGE
Start your day with

4. OBJECTIVES
To increase the brand salience of Nescafe
To engage our target audience with the aim of fostering an
interaction with the Nescafe brand
To improve brand loyalty for Nescafe leading to an increase in sales
for the brand

5. HOW WE INTEND TO ACHIEVE THESE SET OBJECTIVES
Availability of NESCAFE enhanced through an expansion of the
vending machine network especially in corporate institutions
Seamlessly integrating above-the-line marketing communication
means in a creative platform in order to activate target audience
Deliver to the doorpost of the target market exciting experiences
that resonates with them, thereby giving them a sense of recognition
by a multinational brand

6. MESSAGE TARGET
Target:
Corporate institutions that need to energize
their staff throughout a hectic working day
The general mall shopping public especially
students and stay at home mums who need to
start their day with a burst of energy
Their Thoughts:
i. That Nescafe is a multinational company that
delivers quality products that enhances your
body performance (opportunity)
ii. That Nescafe contains caffeine which is
addictive and causes negative side effects
(threat)
Campaign Tone:
Aggressive

7. WHAT NESCAFE STANDS TO GAIN
Effective consumer engagement
Positive brand image
Exponential sales growth
Key data and consumer feedback

8. OUR ACTIVATION CAMPAIGN
Our Brand Activation Campaign Include 5 Key Steps

9. STRATEGY AND PLANNING
Client Consultation
Budgetary plan
Process plan
Site Plan
Activation key deliverables check-list
Equipment, Training and Logistic planning
Safety and Contingency plan

10. HUMAN RESOURCE MANAGEMENT
Qualify and retain Human Resource
Training
Scheduling

11. EQUIPMENT AND LOGISTICS MANAGEMENT
Kiosks and display design , hardware acquisition.
Equipment and supplies check-list
Storage, transportation and logistics check-list
Pre-demo site survey check-list

12. ACTIVATION EXECUTION
Key deliverables check-list
Activation coordination and supervision
Inventory management
Consumer Feedback
Event Photo
Resource reviews and audits
Data collection

13. EVALUATION & REPORTING
Data evaluation, tabulations and processing
Weekly, Monthly, Quarterly and Final Campaign reports
Key Recommendations for renewed planning phase

14. MEDIA
Radio: Joy FM, Peace FM, Citi FM, Starr FM, Atlantis Radio, Sunny FM, Radio
Universe
Newspaper: Daily Graphics; The Mirror; B&FT; Daily Guide; Ghanaian Times
Blogs: ameyawdebrah.com; myJoyOnline.com; ModernGhana.com
Social Media Platforms: Instagram; Facebook; Twitter; YouTube
PROPOSED MEDIA

15. AIRTIME RADIO SCHEDULE
For this campaign to have a significant effect, the intensity of the adverts should be hard.
Below is a base rate with the suggested spots (jingles) and LPMs, for a one month period.
We also suggest that the campaign will work with top six (6) radio stations, with the schedule below; and 4 supplementary stations;
segmented into the language focus and demographics of the stations: English, and the local stations; and the trendy young, and the
corporate.
Total
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W T
LPM 0
SPOT 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23
LPM 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23
SPOT 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23
1:00pm - 3:00pm SPOT 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 46
LPM 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23
SPOT 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 46
LPM 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23
SPOT 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 23
SPOT 10 10 10 10 10 10 10 10 80
10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 310
7:00pm - 10:00pm
Time Format
6:00am - 10:00am
10:15am - 1:00pm
3:15pm - 6:00pm
30 SECONDS
8 Weeks
1st March, 2016
17th April, 2016

16. SOCIAL MEDIA SCRIPT
The social media is a pictographic
platform with a need for constant
update with new content in order
to hold interest.
Therefore, the campaign on this
platform will maintain a particular
theme, with varying pictures and
messages.
The message will be educative facts
that are specific to the Nescafe
Brand: “Do You Know that…”.
This will be used to educate the
public on the Nescafe brand and it’s
products.
Educating the public in such a
manner will subliminally
communicate relevance to the now
enlightened individual and link the
Nescafe brand to their newly
acquired knowledge (a Top Of Mind
Awareness (TOMA) strategy)
These platforms: Instagram,
Facebook, and Twitter; which are
linked; will also be used to expose
to the public to the successes of
Nescafe and her selling points, in
pictures and words.

17. Coffee is the No. 1 source of antioxidants! New research has shown that
coffee is a rich source of antioxidants, and contributes significantly to
your daily total antioxidant intake. Antioxidants can help protect your
cells from oxidation and your body from heart disease, cancer and
premature aging!
Coffee helps you learn better and stay more alert at work! Studies show
that people who drink coffee are relaxed and more interested in their
work. The caffeine in coffee helps restore and maintain alertness –
improving performance and enhancing your mood. It is the perfect brew
to get you through the second half of the working day! When studying,
coffee helps improve attention and wakefulness, increasing attentiveness
and by that it facilitates learning.
Coffee also enhances your physical performance! According to research,
caffeine plays a role in providing energy for better physical performance.
This could help athletes perform better at endurance exercises of short
and long durations, as well as high intensity routines. It can also reduce
post-workout muscle pain and feelings of fatigue during the last minutes
of work-out.
Zero calories in every cup! 1 cup of soluble coffee (NESCAFE®) has less
than 2 calories. In fact it is what you add to the coffee that adds calories.
So remember to have your cup with less sugar and low fat milk or
creamer!
Examples

18. • The social media ads: Facebook and Instagram will be used to advertise the
Loyalty Reward Scheme and the Nescafe brand as a whole. The TVc will be used
on YouTube; and linked to Facebook.
• Bloggers with ample followings will be used to influence people
on Instagram to:
Follow @NestleGhana
Join the social media competition: where Instagram users (grammers) submit a 15 second video
drinking their daily cup of Nescafe and stating one fact they know about a Nescafe product making
a comment about their impression of Nescafe. This maintains an actual dialogue with customers.
This competition will be a miniaturized version of the Customer Loyalty Reward Scheme which will
have prizes as incentives based on number of purchases of Nescafe
Use the hashtag (#) to correlate data of feedback and comments in order to gain more
customer insight
Suggested hashtags (#):
#StartyourdaywithNescafe
#BreakfastwithNescafe
#Iamanescafeaddict
#iamaNestleCustomer

19. THE LOYALTY SCHEME

20. The agency’s Assumptions
The preferred plan is drawn under the pretext that:
Nescafe products and souvenirs will be assessable to the agency for the period of the campaign
Support from the management of Nestle during the campaign
What the agency wants to avoid:
During the development of this scheme concept, the agency had in mind to circumvent
Coming up with a scheme that costs money
Is difficult to re-implement
Risk upsetting the already existing Nescafe customers with the scheme’s process
The customers getting loyal to the campaign rather than the Nescafe Brand
Develop a campaign that delivers a “win-win” on a short term
Develop a campaign that will generate customer insights for persistent use over time
The agency’s target:
BACKGROUND

21. MALLS TO TARGET
Accra Mall
Achimota Mall
West Hills Mall
Marina Mall
Palace Hypermarket
Melcom Plus (Industrial Area)
Melcom Tema Comm. 1
Melcom Kumasi Adum
Melcom Takoradi
Melcom Cape Coast
Melcom Koforidua
Melcom Ho
Melcom Techiman
Melcom Tamale

22. The Launch
Project: Launch of The Nescafe Loyalty Reward Scheme- Start Your Day with Nescafe
Proposed Venue(s):
• Accra Mall
Proposed Date: 1st March, 2016
Proposed Performers: Flash Mob Ghana
Aim:
• To Generate and sustain Awareness for the Nestle Brand.
• To generate awareness of the Loyalty Reward Platform for every class of Nescafe customers
• To generate as much pictures for amplification through internally controlled media: online and print
• To get everyone present to have a real good time and tying the pleasant feeling to the Nescafe brand
• To generate sales on the day of activation by selling Nescafe Products

23. The launch will be in two parts: (i) a Press Release (ii) an activation
Being that the campaign and promotion alongside the loyalty reward scheme is especially targeting
corporate workers and students, we propose that a part of the launch will be focused on having a
nationwide activation at all malls
Attention-grabbing activities such as:
Choreographed dances by our flash mobs
Sales associates inviting consumers using two wheeled scooters
Tasting of different range of Nescafe Products
Lucky Dips
The press release will see all the major media houses: TV, radio, publications, blogs, etc. converge at the
Accra Mall which will give Nescafe a window of exposure for the campaign, all all that is it for the
general public.
On the day of the launch, there would be a mini draw will held at the Accra Mall. Any consumer who
buys the products shall be entitled to a lucky dip. Prices such as: Nescafe Mugs, Pens, Polo Shirts,
movie tickets etc

24. The Activation Schedule
VENUE DATE
Accra Mall 1st – 3rd March, 2016
Achimota Mall 4th – 6th March, 2016
West Hills Mall 7th – 9th March, 2016
Marina Mall 10th – 12th March, 2016
Palace Hypermarket 13th – 14th March, 2016
Melcom Plus Industrial Area 15th – 17th March, 2016
Melcom Tema Community 1 19th – 21st March, 2016
Melcom Adum Kumasi 23rd – 25th March, 2016
Melcom Takoradi 27th – 29th March, 2016
Melcom Koforidua 30th – 1st April, 2016
Melcom Cape Coast 3rd – 5th April, 2016
Melcom Ho 7th – 9th April, 2016
Melcom Techiman 11th – 13th April, 2016
Melcom Tamale 15th – 17th April, 2016