AGENCY NAME:
CAMPAIGN TITLE:
CATEGORY:
BAPRA BRIGHT AWARDS ENTRY FORM
APRA Porter Novelli
Nescafe Dolce Gusto launch
Communication Campaign
CONTACT PERSON:
ADDRESS:
MOBILE:
Eleonora Ivanova
111, G. S. Rakovski Str., Sofia 1000
+359 895 77 07 54 e.ivanova@apraagency.com E-MAIL:
PAYMENT OPTIONS
IMPORTANT: Payment MUST accompany your entry. Please, include notice of payment with your entry. If you need an invoice, please request it in plenty of time so that payment can be included.
The entry fee for BAPPA members is 190 BGN per entry. The fee for non members is 245 BGN.
Wire transfer details:
BAPRA Bank account:
Bank: DSK Bank
IBAN: BG13STSA93000001434292 BIC: STSABGSF
DEADLINES
Entries should be received by Sunday 4 th
of April 2010 23:59. We will accept entries uploaded to www.bapra.bg
not later than midmight on the stated above date. Entries will not be acceped after
Sunday 4 th
of April 2010. Please, upload this form in the section “Upload your entry” on www.bapra.bg
for successful entry submission.

I.
PLEASE, DEFINE THE COMMUNICATION PROBLEM:
The world leader in coffee machines' production Krups and the most popular coffee brand Nescafe created the multi-beverage coffee system Nescafe Dolce Gusto. Our concept was to present
Nescafe Dolce Gusto as the best multi-beverage coffee system on the Bulgarian market, which is designed by the experts on preparing delicious and qualitative coffee beverages – Nescafe and
Krups. Our mission is to present Nescafe Dolce Gusto to wide range of target audience (internal and external) and create public and media awareness towards its creative concept and unique benefits. Create word-of-mouth among trendsetters and opinion leaders and distribute knowledge on Nescafe Dolce Gusto concept and the system’s creators – Nescafe and Krups. Nescafe Dolce
Gusto can be presented as new coffee experience, with the luxury and ease of brewing coffeehouse quality drinks in the convenience of one's home. Present Nescafe Dolce Gusto’s concept – trendy lifestyle full of new, interesting and unconventional moments – something different and creative everyday, easy-to-use and clean machine that prepares each drink variety in less than one minute.
II.
PLEASE, SHARE YOUR STRATEGIC APPROACH:
Position Nescafe Dolce Gusto as a unique and engaging multi-beverage system that provides you the chance of choosing the best coffee beverage in your special moment of pleasure in your home
– suitable for every time and every taste. Appropriate to each member of the family and community. Our communication strategy is separate on two target audiences: internal and external. The internal includes: Nestle Bulgaria employees and Nestle Bulgaria distributors and sales force representatives. The external includes: employees of big international fast-growing companies and organizations; employees of PR, media and advertising agencies; Nestle Bulgaria partners; celebrities and “high life” persons. Nescafe Dolce Gusto launching activities for the internal audience is to organize a special event for Nestle Bulgaria employees, in order to present and demonstrate the new multi-beverage system, designed by the world’s leaders – Nescafe and
Krups. For the external audience - organize a special Nescafe Dolce Gusto launch party and press conference. Тhe first of a kind multi-beverage system in Bulgaria was presented and the guests were engaged with its creative concept and vision. Interest towards Nescafe Dolce Gusto was provoked in the journalists. The main idea is to recreate “the home of the modern people” atmosphere – decorated with coloured accessories and designed as a trendy home. The special corners will be the accent to every Nescafe Dolce Gusto event. With Nescafe Dolce Gusto people can feel the comfort of home wherever they are.
III.
PLEASE TELL US ABOUT THE IMPLEMENTATION OF THE PROJECT:
The first event is for the employees of Nestle Bulgaria. The mission is to present and demonstrate the new multi-beverage system and broadcast various advertisement spots and

presentation movies. A special corner, which recreated a modern home, was positioned in the yard of Nestle Bulgaria's building. Thanks to the location, the corner was visited by each member of Nestle Bulgaria. Special Nescafe Dolce Gusto discount cards were distributed to
Nestle Bulgaria employees and more than 30% of them used the opportunity.
Unconventional media event was organized. It recreated “the home of the modern people” atmosphere. It gave the journalists useful information and data, concerning Nescafe Dolce Gusto launch on the Bulgarian market and the international performance of the multi-beverage system.
The journalists learned about Nescafe Dolce Gusto concept and that provoked interest among
Nescafe Dolce Gusto. Journalists from every newspaper in Sofia, from most of the lifestyle magazines and representatives from TV, radio and popular internet sites visited the press conference. The host of the event was the famous actor and anchorman – Vladimir Karamazov.
A special Nescafe Dolce Gusto launch party was organized, in order to present the first of a kind multi-beverage system in Bulgaria and engage the guests with its creative concept and vision.
Representatives from Nestle Bulgaria and SEB Group partners, celebrities, opinion leaders and potential consumers were invited. The surprise was a flash mob dance on the song “Sex machine”; which is known from the TV commercial of Nescafe Dolce Gusto. That and the cozy atmosphere predisposed the guests to join the dances and exchange experience. Again the host of the event was Vladimir Karamazov.
Special Nescafe Dolce Gusto corners in the editorial offices of the biggest Bulgarian media publishing groups were set. The corner was designed as a trendy home and created modern atmosphere with NDG promo-team. That gave the media representatives the chance to sample
NDG multi-beverage system for a week in their offices (the lobbies of their main editorial offices).
IV.
PLEASE STATE THE EFFICIENCY AND YOUR ACHIEVEMENTS:
The results of the campaign:
Make Nescafe Dolce Gusto coffee system known in wide range of target audience:

Nestle employees;

Nestle partners;

Employees of big international fast-growing companies and organizations;
 Celebrities and “high life” persons;

Media: 1 TV reportage, 5 Radio emissions, 21 articles in newspapers and lifestyle magazines, over 50 on-line publications

Consumers - for a period of 4 months are sold more than 2 500 coffee machines.