One-to-One Marketing: Nescafe in 'wake up' challenge

The contest links popular Indian character Birbal, known for his witty solutions to tricky problems, to Nescafe's brand proposition. The six-month long interactive campaign is an extension of its new advertising campaign 'Jagao - Nescafe pilao' ('Wake up - drink Nescafe').

Alok Kejriwal, chief executive officer of interactive marketing specialist Contests2win, said, "The interactive and internet challenge was to take this proposition forward. We evolved the thought to an elevated theme called 'Dimag jagao - Nescafe pilao'. Also, an important objective was to render a special charisma so that consumers would come back and make the property a daily 'must do', essentially linked to 'daily drinkage' of Nescafe".

Leveraging the brand promise and India's rich mythological history, contests2win decided to feature Birbal, the chief counsel in emperor Akbar's court.

"It's all about connecting 'alertness' with Nescafe in a fun and relaxed, almost humourous, manner, rather than a serious exam format," said Kejriwal.

"Online, the rendition is unique. Everyday, we have a new problem situation for which Birbal's help is summoned. Since Birbal has had his Nescafe while entering the court and is therefore very alert, he pronounces an immediate solution. Consumers need to be equally alert to figure out Birbal's solution."