Spikes Asia
OGILVY & MATHER BEIJING, Beijing / NESTLE / 2016
Overview
Entries
Credits
Background
In China, Nescafe was relaunching a new flavor of instant coffee called Nescafe White Coffee. With a unique recipe and slightly sweet taste, white collar women were the prime target.
But the big challenge was more and more cafes have been opening in the marketplace, elevating our targets expectations and making it harder for an instant coffee to compete. So how could we bring a new coffee to the target with elegance and in good taste?
Description
In the movie, a man, after meeting a woman for the first time, plays a smart trick by stirring a little magic into a cup of coffee to win her heart.
Execution
To create a big impact, the love story film launched on March 8th, a week before the "White Valentine‘s Day". During the perfect season for love, the film played on-air over 3 weeks in digital channels. Nescafe decided to cooperation with Tencent, once of the biggest online media companies in China,through such diverse channels, such as like Weichat, QQ Video and others. The film quickly reached widespread audiences in Beijing, Shanghai, Guangzhou also ohters first and second tier cities in China.
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