Nestle Bus Shelters that talk Coffee
Idea:
Nescafe Sunrise Extra is Nestle’s coffee variant in the PPP (Popularly Positioned Products) segment for the Out of Home channels. The major channel for this coffee is the street channel which contributes to about 70% and the biggest state by value is Tamil Nadu, 65% of pan India volumes. Hence, the idea was to honor the real coffee heroes – the coffee stall – owners who use Nescafe Sunrise coffee and help fuel a city that is popularly known for its coffee culture.
Execution:
Tea, coffee and breakfast stalls are the lifelines of Tamil Nadu, that often fuel entire cities to get by their days with strength and confidence. We decided to marry these, with another lifeline of the city, the robust bus network of the south.
For the first burst of the campaign, 50 BQS in the most strategic locations of Chennai city were selected. These shelters were customised individually with the picture, name and shop name of 50 of our most loyal customers, each having a simple common message, “Thank you for your passion and grit for giving us great coffee moments every day. You’re the real coffee hero of Anna Nagar (custom location name according to Bus Queue Shelter location)”.
Locations of the BQS were chosen strategically to be within 300 metres of the locations of our customer’s shops! We fitted custom devices in certain shelters, that would emit the coffee aroma of Nescafe Sunrise after every half hour, followed by a call to action from our radio partners Suryan FM, that entailed the message, “A Strong, delicious cup of coffee can make your day bright and give you the strength to take on your day! Now enjoy a delicious, hot cup of coffee at our coffee hero, Balasamy’s shop, Nagaraj Tea Stall, Vadapalani. Nescafe Sunrise, giving great coffee moments everyday”. This would end with our Sunrise Vetri Raja song to cap it all off for the #BusSheltersThatTalkCoffee.
Campaign Effectiveness:
Each installation had the name and photo of the coffee master as well as the complete geo-location of each shop. The smiling faces behind these coffee stalls were no longer anonymous! Partner customers reported more than 15% increase in traffic in the featured outlets. Street channel grew by 9% in 2018, one of the highest growth rates in the last 5 years while the brand arrested a 7-year decline in Tamil Nadu to end with a positive growth for its second consecutive year. We regained an 8% lost outlet share in Chennai city in 2018 and customers reported that consumers coming to their shops were addressing them by their names as seen on the shelters! Based on a strong customer response, #BusSheltersThatTalkCoffee was extended to two new cities – Coimbatore and Madurai in Q1, 2019.