Kinecto International - Beautiful Mornings with Shalala

Category: Best Brand Campaign

Client: NESCAFÉ Romania

Year / Domain / Status: 2015 / Coffee / Shortlisted

Strategy description:

Idea: What if beautiful mornings really exist? With this thought, we created a new and unique way to wake up that leads to good mood and stops the morning grumpiness: a mobile app that wakes you up in a surprising way. We invited consumers to send their morning thoughts in a written message and, on the same day, get a customized ringtone back. Their morning thoughts were played by Shalala Band, a band specially created for this campaign. Users could set these happy tunes as wake-up ringtones every morning.

Execution:

We wanted to spread the good mood so we created a live streaming show on YouTube where everybody saw how thoughts became songs for beautiful mornings. The live streaming was also available on NESCAFÉ Beautiful Mornings Facebook Tab. We got people’s attention through Facebook posts and ads, pre-roll banners, site banners and direct messages to users who installed the app. Creative and media agencies that worked on the campaign: Kinecto, Publicis Romania, Zenith Romania and Graffiti PR.

Case visual: