BAPRA BRIGHT AWARDS ENTRY FORM
AGENCY NAME:
APRA Porter Novelli
CAMPAIGN TITLE:
NESCAFÉ® Frappé Summer Flair 2009
CATEGORY:
Special Event
CONTACT PERSON:
Gergana Georgieva
ADDRESS:
111, G. S. Rakovski Str., Sofia 1000
MOBILE:
+359 898 60 94 04
E-MAIL:
g.georgieva@apraagency.com
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 4th of April 2010 23:59. We will accept entries uploaded to
www.bapra.bg not later than midnight on the stated above date. Entries will not be accepted after
Sunday 4th 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:
NESCAFÉ® Frappé is a drink relatively new to the Bulgarian market and therefore needs
attractive presentation among the target audiences. Subject of this entry is the organized as
competition NESCAFÉ® Frappé Summer Flair 2009. Flair bartending is extremely popular
worldwide but relatively unknown in Bulgaria. Flair bartending generally includes manipulation
of bar tools, while mixing drinks – juggling, flipping, manipulating flammable liquors, even
using magic tricks, and entertains guests, clientele and audience.
II.
PLEASE, SHARE YOUR STRATEGIC APPROACH:
The competition addresses young people, bar and café owners, bartenders creating opportunity
for better exposure and deeper penetration of the brand through provocative events. The
competition took place during the active summer season in 4 Bulgarian cities – the capital Sofia,
as well as Plovdiv, Veliko Tarnovo and the biggest seaside Bulgarian city – Varna. It aimed at
high attendance of the events presenting attractive programme for the audience and competitive
challenge for the best flair bartenders in Bulgaria.
Additionally, the competition aimed to popularize the first professional Barista Academy in
Bulgaria, launched by Nestle Professional.
NESCAFÉ® Frappé is mostly consumed out-of-home, therefore it is crucial for the bartenders
throughout the country to be well familiar with the original recipe of the drink and hence be able
to prepare the drink as it is originally served. Thus Nestlé can ensure that the consumers of
NESCAFÉ® Frappé will enjoy constant excellent quality of the product and brand popularity will
grow. Besides holding regular trainings and demonstrations to the bartenders and owners solely,
Nestlé decided to walk an extra mile and organize a series of competitive events, which to raise
awareness among the general public, create interest towards the drink and the respective venue,
and present the recipe in an unconventional and attractive way.
 Each year NESCAFÉ® Frappé becomes more and more popular as the best cold
beverage for the summer.
 Original recipe of NESCAFÉ® Frappé changes and not all bartenders are familiar with
the correct preparation of the drink.
 As NESCAFÉ® Frappé is consumed mostly out-of-home, not all customers are aware
that they can easily prepare the drink themselves.
III.
PLEASE TELL US ABOUT THE IMPLEMENTATION OF THE PROJECT:
 Objectives/Target audience:
o Present NESCAFÉ® Frappé as the best beverage for the hot summer days to a wide
range of young people and attract more NESCAFÉ® Frappé fans;
o Organize provocative and unconventional events in order to create public and media
awareness;
o Further strengthen close and long-term relations with selected bar owners and
NESCAFÉ® partners;
o Give a chance for self-expression to young and talented bartenders.
 Execution
o The championship was executed in four regional qualifications — Fruit Bar -Sky
City, Sofia, Olymp club, Plovdiv, Royal club, Veliko Tarnovo and Rappongi bar
Varna. The grand finale was implemented in Odessos Cafe in Varna.
IV.
o Each venue was carefully selected among venues that already work with
NESCAFÉ® Frappé and have long-term, beneficial relations with Nestlé.
o Each qualification was implemented in two rounds "Showtending NESCAFÉ®
Frappé" – attractive preparation and serving of the classic drink NESCAFÉ® Frappé,
and "Exhibition flair NESCAFÉ® Frappé" – mixing an original coctails based on
NESCAFÉ® Classic while demonstrating flair bartending. During the course of the
competition the audience was also entertained with attractive dancers, a specially
designed DJ set, coctails mixing and different games.
o All bartenders, who quialified in the competition, received the right to partricipate in
the first professional Barista Academy in Bulgaria, launched by Nestle Professional
in the beginning of 2009.
o Communication:
 15000 fliers distributed in Sofia, Plovdiv, Veliko Tarnovo, Varna;
 5000 glass pads distributed in cafes and bars in Sofia, Plovdiv, Veliko
Tarnovo, Varna;
 branded mobile flair bar, which was given as the big prize in the finale of the
compeitition;
 advertisement in Radio N-Joy — one of the most popular pop music
radiostations in Bulgaria with national coverage;
 media partnership with N-Joy radio, www.disco.bg — popular Bulgarian
Internet portal for party pictures and events' announcements, and Go Guide
magazine — monthly magazine highliting the most interesting and important
cultural events in Bulgaria;
 announcing press releases distributed prior to each event;
 press releases announcing the qualification results after each event;
 one announcing press release prior the entire campaign and one closing press
release announcing the winners of the entire championship;
 Facebook group with news, pictures and videos from the competition;
 Special promo page: www.nescafe.bg/nescafefrappeflair2009
 Internet banners on www.disco.bg, www.nestle.bg, .www.artofflair.com, and
most popular Internet portals and search engines in Bulgaria.
PLEASE STATE THE EFFICIENCY AND YOUR ACHIEVEMENTS:
 Hundreds of people attended each event of the NESCAFÉ® Frappé Summer Flair 2009
championship
 Over 250 fans in the official NESCAFÉ® Frappé Summer Flair 2009 Facebook group
 Winners and qualified bartenders were invited to participate in most popular TV
shows in Bulgaria
 Appr. 100 000 unique visits of the photo albums of each event uploaded on
www.disco.bg
 Appr. 30 flair bartenders participating in each event
 Increased consumption of NESCAFÉ® Frappé during each event