The leading coffee brand from Nestlé is under pressure from speciality coffee shops, which have become popular meeting spots for young Filipinos.
The brand is keen for its target audience to see the relevance of its instant coffee product.
The brand is keen for its target audience to see the relevance of its instant coffee product.
Developed by Publicis Manila, the ‘Aliens’ campaign employs computer-generated effects in a 30-second TV spot that will run until December.
Other components of the campaign include a digital component involving a tie-up with Friendster, the leading social networking site in the Philippines with 12 million registered users.
The partnership will run until the end ofthis month and has already seen 17,000 applicants sign up for a ‘Create your own alien’ widget through a branded profile page for Nescafé 3in1.
The campaign also features in-game advertising in Perfect World, a fantasy-based MMORPG (massively multiplayer online role-play game). A competition for game players offered a Sony Ericsson phone as a prize.
Sheryl Flores-Ungson, account director at Publicis Manila, said that the internet had proved to be a “very relevant” channel, as Filipino teenagers spent close to a third of their time and disposable income on the medium. The campaign also uses outdoor and print spots featuring mobile codes for promotions and links to the 3in1 website.
The TV ads feature a college freshman in his school cafeteria. The aliens who share his taste for Nescafé symbolise the alien nature of his surroundings.
“The TVC appeals to a strong universal emotion among youth,” said Flores-Ungson. “In a different world where one feels alienated, holding onto something familiar and finding someone you can connect with, gives you comfort.”
She added that the online elements had overachieved in terms of user registration.
