Introduction of NESCAFÉ Product to Myanmar Market Celebrates a Culture Rich in Generosity
YANGON, Myanmar, May 21, 2018 /PRNewswire/ -- MultiVerse Advertising, Myanmar's top full-service agency for marketing and branding, has launched NESCAFÉ's new product in Myanmar, breaking new ground for interactive marketing by turning Yangon's busiest bus stops into an immersive brand experience. NESCAFÉ's new sub-brand "Shal Kaw" (or "Special Coffee") is an adaptation of the NESCAFÉ product designed and tested to appeal to the particular tastes of Myanmar consumers. NESCAFÉ selected MultiVerse Advertising to launch Shal Kaw in the competitive Myanmar market based on their ability to go beyond conventional tactics and deliver an unforgettable experience that would resonate culturally.
Connecting with a culture that prizes the well-being of loved ones
In designing the campaign, MultiVerse recognized the importance of the fact that most people in Myanmar drink coffee for comfort and relaxation. Additionally, the campaign needed to generate high perceived value of a premium product to the female 20-30 audience, but at the same time attract the wider population, including older men and women. Finally, the campaign needed to resonate in a culture where people outwardly show love and affection through action. In a society where people celebrate their own birthdays by treating their friends and families, the launch needed to reflect a deeply instilled value that one should share their good fortune with loved ones.
"This created an opportunity to directly relate the audience to something that's in Nestlé's DNA: a global focus on creating connections between people," said Thom Hayward, MultiVerse Founder. "This story became the essence of how we branded every element of the campaign, each of which is crucial to a company's presence in immersive, experiential marketing."
Transforming a routine bus stop into an experiential event
Chronicled in a soon-to-be-released video series and TV ad, MultiVerse chose to introduce NESCAFÉ's newest product by giving busy Yangon commuters a taste of what they prize most--a chance to take a break and share a moment with a friend or loved one over a refreshing cup of NESCAFÉ Shal Kaw. The videos chronicle city residents starting their daily routine only to find a delightful surprise at the bus stop--a fully branded NESCAFÉ booth with a shaded, furnished area to relax and enjoy a free cup of NESCAFÉ. The message is clear: NESCAFÉ Shal Kaw is about slowing down and enjoying time with people you care about.
"Of course, not everyone had the ability to take a moment out of their commute, so we were proactive in making sure everyone got to enjoy Shal Kaw, with NESCAFÉ staff handing out free drinks to bus drivers, passing trishaw drivers and other vendors," said Hayward. "It was important that everyone share in the experience. As our video shows, people had very positive reactions--smiles, selfies, and most importantly, connections with each other."
A fully immersive branding experience
To support the campaign, MultiVerse worked closely with NESCAFÉ to create and integrate a full range of marketing assets, including TV commercials, videos, OOH (bus stops/billboards), POSM, in-store retail displays, gift packs and other items. The ongoing campaign will heavily leverage the local popularity of Facebook, where the first videos will launch in May, with the full TV commercial set to run in June. While the campaign is only getting started, Hayward reports that the product has been very well received, and momentum is building. "This is an example of MultiVerse following its mantra of 'endless possibilities' by doing something that's done by all CPGs, but putting a totally new spin on it for Myanmar," said Hayward.
About MultiVerse Advertising
We're a full-service, independent, Yangon-based agency with offices in Singapore, San Francisco and New York, working with global brands like Visa Inc. and GOCO Hospitality, and local brands like Junction City and YOMA. Our full range of integrated advertising/marketing services exceeds international standards, enabling our clients to engage consumers through the right channels with the right messages at the right time, building brand equity and advocacy. Our team combines the best of Myanmar's talent with veteran international experience to offer cutting-edge marketing and local expertise. Since our founding in 2014, we've rapidly risen to become one of Southeast Asia's most respected agencies.
Contact:
Name: Linda Lim
Phone: +95 9972998259
Voicemail: +1 415-670-9225
Photo - https://photos.prnasia.com/prnh/20180519/2137520-1
