2016 Winners & Shortlists

Creative Execution

The campaign kicked off in Q4 2015 in Lebanon. Step 1: Choose a university, collaborate on the ground with the sampling team to plan the event. Step 2: Design the social media aspect, and produce RFD bracelets that could connect with Facebook (and a screen that displayed the connections at the event) Step 3: Implement event, using social media to create awareness within the university. Step 4: Post video on Facebook & Youtube, starting organically, and then using digital media to push reach. Step 4: Respond to comments & pool answers to plan the next activation

Objectives: Create engagement, assess likeability and determine next location. Facebook: the video had 6.5 million views, 244K organic views, 70K interactions and 62K likes. It is the best performing content piece for NESCAFE on Facebook. We also DOUBLED average cups sampled. Some great feedback from fans: Ayman Al-malik?: ? “If only they had this when I was in university I know things would be different. I loved it.” ?Dina Alassaad:? ? “Lebanese American University-Beirut, would set a perfect socializing environment. SO. SO. Brilliant Nescafe! Wow, coming from a psychology major and being a positive psychology advocate, this is just inspiring!”

Coffee drinking habits start at the age of 18, hence a key strategic pillar for NESCAFE over the last decade has been to drive trial through sampling where 18-year-olds are -- in universities. However, we wanted to make sampling more engaging, while encouraging CONNECTIONS, which is at the heart of NESCAFE’s Big Idea: It all starts with a NESCAFE. We know that tensions run high during the first week of university, as students find themselves outside their comfort zone. So we launched NESCAFE Connect Café, a “speed friendship” event where 1 student sits across from another and chats for a few minutes, before swapping to meet another new student. RFD bracelets enabled students to connect; with a tap of the bracelet they instantly become Facebook friends. We shared the activation on Youtube & Facebook and viewers were asked to nominate a university for the next location.