2022 Winners & Shortlists

Background

For the launch of their new machine Genio S Plus, NESCAFÉ® Dolce Gusto® turned to Snapchat to build awareness and drive sales. NESCAFÉ® Dolce Gusto® had been active throughout the year on Snapchat with Snap ads and dynamic ads, driving sales of their coffee pods, but for the machine’s launch they had to take it a step further. Because of the impact COVID-19 had on the in-store experience where people would see the machines in person, NESCAFÉ® Dolce Gusto®'s team wanted to leverage the full power of AR to bring the in-store experience to the Snapchat audience at home and in a personalised way.

Describe the creative idea

Snapchat’s team suggested a camera + content strategy where Snapchatters discovered the new campaign “Your Coffee Shop at Home” in the camera through an AR lens and were encouraged to take action through Snap Ads in the content space. The AR Lens let consumers build their own ‘Coffee Corner’ directly in their homes playing with the different coffee machines in AR. Once they had chosen their preferred machine they could get it delivered to their doorstep.

Describe the strategy

During lockdown, foot traffic to malls and stores drastically decreased and so there wasn’t a way for consumers to experience products in real life. NESCAFÉ® Dolce Gusto® looked for a frictionless solution which would enable their customers to get that same in-store experience through Snapchat. Normally, it would be difficult for consumers to envision how a new home appliance would fit into their space. Through the power of AR, consumers could place a 3D NESCAFÉ® Dolce Gusto® machine onto their very own kitchen counter. The Snapchat Lens enabled them to tap through different machines to see which model would best suit their space and their needs. By enabling users to create their ‘Coffee Corner’ with NESCAFÉ® Dolce Gusto® in their homes, Snapchat created a true 'try before you buy' experience, driving both awareness of the product range and driving sales.

Describe the execution

Using photogrammetry technology, we created an AR lens experience that brought photorealistic NESCAFÉ® Dolce Gusto® machines in 3D to Snapchatters across the region, enabling coffee-lovers to build their ‘coffee corner’ through their mobile phones. - Play with different machines - Choose their favourite - Get it delivered directly to their door The Snapchat Lens launched in November 2020 as a sponsored Lens on Snapchat's carousel across the UAE, KSA & Kuwait. Following the success of the AR campaign on Snapchat, NESCAFÉ® Dolce Gusto® decided to make this lens permanently accessible from their web-stores in KSA, KW & UAE believing this is the right tool to let consumers choose their perfect machine for their home Coffee Corner, without having to go into the store to view it in person.

List the results

The Lens alone reached 2M Snapchatters in KSA, UAE and Kuwait +62% sales vs forecasted +6pt action intent AVG playtime was 23 seconds vs. norm of 9 to 12 seconds