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-07-12. Nescafe bloggers trip to Brazil
| Agency | Engage Digitas LBI |
| Creative head | Ivan Bogdanov, Creative Director |
| Author of idea | Ivan Bogdanov, Creative Director |
| Product | Nescafe |
| Description | Russians drink only 1 cup of soluble coffee per day and the frequency does not seem to grow over years. This happens because consumers don’t believe soluble coffee is natural. Our main challenge was to reveal that Nescafe is 100% natural. How could we prove it to Russian Internet users who do not believe in brand advertising and think all experts are ‘bought’? We decided to invite popular Internet bloggers with 100 000+ followers: Anna Redko (Illustrator) and Peter Lovygin (Photographer). Their goal was to travel to a Brazil coffee plantation where Nescafe grows and follow the coffee beans to Nescafe factory in Timashevsk to reveal how beans turn into soluble Nescafe. Each step of their trip was announced in Nescafe group in VKontakte with around 1 mln Nescafe fans. Bloggers made illustrations, photos and shared their impressions with group fans and engaged them to generate questions about Nescafe naturalness and proved that Nescafe is 100% natural. To engage fans more, we made a Naturalness quiz with trip to Brazil as the main prize. As a result, we had more than 600 000 people covered, 22 000 interactions with the brand in VK, 1000 users participated in the Quiz. |
| Advertiser | Nestle |
| Team members | Alexei Chekhov, Art Director Anastasia Agafonova, copywriter |
