Nescafé 3in1: Addressable TV & Getir project

Nescafé, an instant coffee brand, successfully increased sales by developing a multi-channel campaign that relied on impulse purchasing through m-commerce during sporting events to deliver its annual promotion campaign in Turkey.

Campaign details

Brand: Nescafé 3in1Lead agency: Mindshare TurkeyRegion: EMEA

Strategy

Objective

Each year, Nescafé 3in1's biggest campaign is our annual promotion campaign where people enter codes found in packs for a chance to win prizes. In 2018, we had reached 10.3 million code entries. Our ambition for 2019 was to reach 12 million. Our bigger challenge was to reach this number with the same budget, despite a 25% increase in product prices. Our main solution was to increase participation by leveraging last years data and sustain cost efficiency and create data efficiency by utilizing technology...

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