NESCAFÉ® 3in1 Youth Event  Competition

• MARKETING OBJECTIVES
  1. To strengthen NESCAFÉ’s leadership position as the preferred brand in the Coffee Mixes category.
  2. To attract youth to NESCAFÉ 3in1, a convenient way to enjoy the distinctive NESCAFÉ taste and aroma, anytime, anywhere.

• KEY MESSAGE
  My perfect cup, anytime, anywhere

• TARGET CONSUMER
  Urban, youth, age 18-23 years
  

• TASK
  1. To propose an idea for a youth event which is able to drive the key message to the target audience and meeting the marketing objectives.
  2. To amplify and promote the youth event through Radio Ad in order to boost participation.

• DETAILS:

1. Write a proposal to organize a youth event (with an appealing theme) that meets the marketing objectives.
2. Generate cut through creative ideas on how to make the event as interesting as possible to attract and arouse active participation from the target audience.
3. Produce a cut through 30 seconds radio ad script in English to amplify and complement the youth event. The execution (in tape or CD form) is NOT mandatory because the concept and content of the script are more important.

   The proposal will encompass the following aspects: type and nature of event, theme of event, target audience, location, proposed budget, publicity strategies, suggestions on interesting activities incorporated during the event which can attract and retain the audience. 

• JUDGING CRITERIA

  Weighting(%)

Uniqueness of event concept	30
Appealing to youth	25
Effectiveness & cut through of Radio Ad	25
Ability to drive key message (implied)	10
Practicality and workability of plan	10

 

• RULES & REGULATION

1. This competition is opened to all full-time students from institutions of higher learning.
2. All entries must be original and in English.
3. The text should be typed in Times New Roman, Double Line Spacing, Font 12 and not more than 20 pages excluding the radio ad script. All entries must also be attached with a soft copy.
4. All entries can be either individual or group work of maximum 4 persons. Please write the names and IC of all group members on the proposal cover.
5. There is no limit of entries you may submit but an entry fee of RM20 must cover each entry. Photocopies of the entry form are permitted.
6. Two copies of the entry form must accompany each entry. One to be pasted on the back cover of the entry and the other to be attached with the cheque or money order.
7. Each entry form must have the Dean / Principal’s signature and the official stamp.
8. All cheques must be addressed to: Bendahari, USM. Cheque must be crossed A/C Payee Only. Ensure the name, address and contact number are written at the back of the cheque.
9. All entries that have been submitted will not be returned. The School of Communication, USM is not responsible for loss or damage of work submitted.
10. Nestle reserves the right to use the submitted work for any form of purpose and/or amendment.
11. Please send your entries to:

ADWAVE 2004 – Odyssey Beyond Limits
NESCAFÉ® 3in1 Youth Event Competition
School Of Communication,
Universiti Sains Malaysia,
11800 Minden, Penang, Malaysia.

12. All entries must reach us by 5pm on 14th January 2004.

13. The decisions of the judges are final.

• PRIZES

  1st Prize : RM3500 + Trophy + Hamper + Certificate
  2nd Prize : RM2500 + Trophy + Hamper + Certificate
  3rd Prize : RM1000 + Trophy + Hamper + Certificate
  Consolation x 1: RM500 + Certificate
  

For enquiries, please contact:

Ms Lee Eai Luan at 012-5591445
hapy_lee@hotmail.com

Ms Lim Sze Yann at 012-6362360
yann0921@yahoo.com.sg

Or fax to: 04-657 7736
E-mail: adwave_2004@yahoo.com

    Download Entry Form