We chose to take advantage of both generations’ Internet access to reconnect them on a regular basis. Whatever seniors are looking at online, they will for sure see one common element : online banners. So we created Reconnect, a tool that replaces online ads by pictures taken by their loved ones.

On a dedicated app, millennials can take pictures of whatever they want, like an object or a place linked to a shared memory, and add a question, like “Hey Grandpa, do you remember where this place is ?”. The picture is uploaded instantly, and replaces the seniors’ banners, with the same question overprinted.

By clicking on the banner, an email appears, with both the question as the subject, and the uploader’s email address, pre-filled. The senior just has to write an answer and send the mail to recreate contact, interact and stimulate his/her memory.

We launched the campaign with a TVC, relayed by major french news portal.

A dedicated page on the Nescafe website is already online, explaining how it works and how to download.

Short videos format like pre-rolls and interactive banners on specific homepage retarget to the Nescafe website where the film appears.

We amplify the traffic and downloads by reaching targeted audience using the Nescafé newsletter

So we shared our tool with the 3500 patients of the ICM first in a beta version: then we launched it to the 880,000 patients in France.

Three weeks after the launch, the commitment rate for the download raised to 62%.

The overall Nescafé site traffic increased by 16%, one month later after the launch of the dedicated page where you can download the app and the extension.

Please don’t forget to see the confidential informations for the jury.