A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
G-07-08. Nescafe 75 years
| Agency | Engage Digitas LBI |
| Creative head | Ivan Bogdanov, Creative Director |
| Author of idea | Engage agency |
| Product | Nescafe soluble coffee |
| Description | Nescafe turned 75 in 2013. What is the best way to loudly celebrate the most popular Russian coffee’s anniversary? We chose VKontakte – the place where 60 million of Russians socialize every day. Our objective was to drive Nescafe umbrella brand equity, celebrate Nescafe rich history and inspire richer future. We created ‘Nescafe’ group in VK and ‘Nescafe 75’ application with the key message: ‘Everything good starts with Nescafe’. From April till June, 2013 we invited all Nescafe lovers to install the application and share their stories of something good starting with Nescafe; authors of the best stories won 75 000 rubles to fulfill their new dream. Besides, in the application each fan could participate in Nescafe Time Machine history quiz; win small prizes in Nescafe Surprise Cup (minesweeper) and create his or her own Nescafe Ringtone using Nescafe brand melody. In the group timeline, we engaged fans into interactive Nescafe posts and contests, and shared Nescafe history milestones as old-fashioned Nescafe postcards. Massive media support and viral videos resulted in 22 mln reach within 3 months; 2,4 mln users visited Nescafe group, more than 1 mln fans stayed in the group, we received more than 1000 creative stories. |
| Advertiser | Nestle |
| Team members | Anastasia Dutova, Art Director Anastasia Agafonova, Copywriter Elena Haseleva, Designer |
