The challenge was to create an interface design that is easier to use than the pre-set mobile alarm clocks – despite it has much more functionalities. It had to be as convenient as intuitive NESCAFÉs soluble coffee. Doesn’t matter if people use the app when tired late the evening or when they are still drowsy, early in the morning. That means: not more than 3 steps to create and share own WakeUp messages with friends or to set the alarm to wake up with received videos.

The NESCAFÉ WakeUp app is the first social alarm clock. The mobile app stops the acoustic torture of mobile alarm every morning by replacing pre-set mobile alarms with creative wake up videos messages. Using Facebook, users can record and share their wake up videos from their friends around the world. The design was directly derived from NESCAFÉ’s iconic brand elements. They are guiding intuitively through the app – making it possible to reduce explanations and keeping focus on the recorded or received videos.

North Africa launched the NESCAFÉ WakeUp app and generated thousands of WakeUp videos within the first days. 17% of all in-app vouchers were redeemed online. Singapore, Malaysia and parts of Europe will be the next regions in the worldwide rollout of the NESCAFÉ WakeUp app.