Coffee breaks by the vending machines usually are 'wam bam thank you ma'am' moments.

That was until NESCAFE Alegria brought entertainment into the coffee breaks using a classic boredom killer: 'Planes'. The game we all used to play in school during classes. Three planes on a 10x10 square board game to be shot down. Every coffee gives one the right to shoot once. Shooting means texting or submitting online the code printed on the cup of coffee followed by the square to shoot at.

There were 7 shots and 8 hours to complete the mission and win a Certina watch.

'Planes' practically grew alone in the consumers' hearts and minds. It soon became the talk of the city off and on-line. So we convinced the consumer to spend more than usual by joining the game. A smarter therefore upscaled target was attracted bringing new consumers into the group. An average of 6,500 game session were active daily.

The promotion was so catchy that there were players to win up to 3 watches. "It was the most engaging promotion of 2012" as the most hard core promotions participant publicly declared when interviewed at Promotion 2013 (an important local marketing conference).