The campaign addresses to young Italians, between 25 and 45 years of age, that live their relationships in a planned and settled way: among schoolmates, colleagues, neighbors, but that seldom take the chance to live something new and to open to others. This attitude reflects also on their approach with the social networks: they are used to control the “real life” friends, not to start new conversations, friendships, and opportunities. The Hello Project wants to take advantage of these characteristics, through a social campaign.

Italy is the homeland of espresso and R&G has a market share of over 95%, versus the 2,9% of instant coffee. Having an espresso is a ritual that has its own diktat and routine. Nescafé wanted to take advantage of this situation, by dispatching the power of its iconic symbol: the Red Mug. Nescafé has the power to let people feel confident about their attitudes, letting them enough time to start new relationships and deeper conversation with others, which is impossible with a shot of espresso on a café counter.

The campaign started on November 14, 2014 on Nescafé YouTube and Facebook page, when we launched “The Hello Experiment”, a psyco-sociological experiment that uses the Nescafé Red Mug as primary object to overthrow mistrust toward other people.

Secondly, on December 7, 2014, we launched the Facebook app, Nescafé Restarter, to restart conversation among Facebook friends that have been silent for a long time.

On January 28, 2015, we launched a special project dedicated to any kind of couples that are living a long distance relationship: the distant hello.

The campaign run according to the original plan.

The Hello Project has reached more than 2.4 million views on YouTube, increasing of 40% the conversation on social channels around Nescafé. The awareness of Nescafé has increased of 4%.

The Hello Experiment has generated hundreds of conversations on Nescafé Facebook page, underlying the social power of the experiment. Nescafé RE-starter, in only one week, rekindled more than 15.000 conversations among old friends.

The last part of the campaign, with the launch of “The Distant Hello”, involved more that 10.000 people, with more that 3.000 UGC uploaded on the projects website.

For the launch of the global positioning in Italy, Nescafé wanted to find its own territory among young Italians, positioning as the instant coffee that gives you the opportunity to create instant and deeper relationships, or rekindle old ones.