2015 Winners & Shortlists

The Brief

We were asked to create a sampling experience as part of an integrated campaign that invites people to take a few minutes every morning, to answer the question “What do you wake up for?” and awaken their purpose with a cup of Nescafe coffee. The objective was to create a sampling activity that goes beyond tactical sampling, and engage people giving them a unique and personal experience that is in line with the big idea behind the campaign.

Creative Execution

What if answering one question could change your life for the better? That question is: "What do you wake up for?" Knowing the answer means the ability to live a better, healthier, happier life. We wanted people to answer this question when it mattered most: in the mornings. So we placed interactive sampling booths where people start their day, near offices and workplaces, and need a coffee. Tweeting their answer resulted in a free personalized cup of coffee with their answers printed on it, reminding people to focus on what’s important: "What do you wake up for?".

Describe the creative solution to the brief/objective.

We created an interactive, automated coffee vending machine that dispenses free coffee when someone tweets #IWAKEUPFOR followed by their answer. The “tweeter” gets a free NESCAFÉ Red Mug coffee with their tweeted reason printed on the cup. The individualized cup stands as reminder to them as they sip their morning coffee, to focus on the things that really matter and is a social media item, since everybody loves to share images of personalised brand items.

Results

The campaign launches on February 24, so there are no tangible results yet. Client is heavily supporting it and we’ve received extremely positive reaction from the Nescafé global Business Unit which are considering the campaign to be rolled out as a global NESCAFÉ campaign.