Brand Experience and Activation > Touchpoints & Technology
MARCEL, Mexico City / NESTLE / 2019
Overview
Credits
Why is this work relevant for Brand Experience & Activation?
We used our own product as a daily couch that helped you accomplish your resolution. We developed a special jar lid with an adapted version of Google home assistant that synced automatically with your mobile and was programed to focus on people's resolutions. It was a limited edition that could only be bought online.
Background
Nescafé is all about starting new things, and that's why our challenge was to own the holiday season as it is an important one in fitting naturally with the brand essence (start new things cup by cup). Our objective was to became a relevant brand among millennials.
Describe the creative idea
Taking advantage of the holiday season, we created a limited edition of jar lids with an adapted Google home device that synced with your phone to provide a storytelling of data according to the resolution chosen by each user. More than 500 resolutions were considered and responded to by the platform.
Describe the strategy
Our target is formed mainly by young enthusiasts who believe anything is possible and they are able to accomplish everything the set out to do.
Our strategy was to use the coffee time they have in their daily routine to link with our brand essence and start new things every time they drink a cup of coffee. This way we become their sidekick for every resolution they want to accomplish every New year.
Describe the execution
We partnered with Google and made a limited edition jar lids that could be bought online during the holiday season with an adapted version of Google home.
The assistant helped users accomplish their resolution by sending them periodically curated info based on the data from their mobile devices.
List the results
Within the first 3 weeks, the results were these:
246 different resolutions
more than 500 contents
more than 70,000 invocations
more than 20,000 active users each day
more than 70,000 registered conversations
more than 20,000 accomplished resolutions.
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