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NESCAFÉ is one of the biggest coffee brands in the world. NESCAFÉ Arabiana, the instant coffee with cardamom is the first of its kind and is exclusively available only in Kuwait, KSA, and UAE.
To make everyone indulge at the most authentic coffee experience, NESCAFÉ Arabiana offers a blend of the finest non-roasted coffee beans with cardamom. All nutrients are then retained this way for pure bliss and enjoyment.
There is already a whole heap of new coffee brands gushing over the UAE market, and it's becoming a challenge to retain the leading light even for the most globally established brands like Nescafe.
However, no matter how challenging the market competition is, we came up with a unique development and marketing strategy that can win the crowd's heart. Creating a website is already a given. However, creating one that hasn't been seen elsewhere is the real challenge. Creating something that people will surely love and engage with is we focused on in this project.
We created a platform where pure creativity resides. It would be a waste if such a dazzling platform is only visible on desktops and not on mobile screens, where most people's eyes are stuck. We have of course made the platform responsive to all screen types and sizes, making sure that every single detail of the design is shown seamlessly in every possible angle.
Since the website is geared towards creating an exceptional way of engaging the users, each visitor must not only set to navigate through the pages but actually participate and get involved with the events on the platform itself. Nescafe has had a series of videos on YouTube depicting a story of about 6 animated cups with different personalities and perspectives in life. Users who got to follow the storyline were all hooked into the story. To make these followers enjoy the journey further, they can actually go to Arabiana.com to create their own episode of the story. This makes the whole thing extra exciting and engaging, while building extra brand awareness and retention.
With the kind of traction each character is getting, we have also set up individual Facebook profiles for each cup. This enables the fanatics to follow their favorite character better. This is such a creative and strategic way for Nescafe Arabiana to create a buzz and build their brand recognition in social media.
As mentioned, users are free to create their own episode. If compelling enough, their own version could be an inspiration for the final episodes released regularly on Nescafe Arabia's Channel. This does not only build a fan base; this also eventually creates a loyal client base that can be free advocates to spread the good word about the brand and its exciting activities.
To bring fun to the next level, a gaming center has also been set up. Various games, inspired by the popularly played ones, are launched with Nescafe's cup characters as the core of the games' theme.
The games double the fun and excitement like no other. This is one brilliant way to kick creative marketing up a notch. This doesn't only amuse the visitors at first glance. This also compels them to go back again and again to play the games they fancy at their own time.
The visual portrayal of each cup character is indeed remarkable. The most experienced designers were employed to bring each cup to life. Their appeal readily reflects each of their distinct personalities that all types of users can certainly relate to. The cups also represent the brand and can be used as marketing paraphernalia to solidify the company's branding.
