Task

The Nescafé brand created new flavors of instant coffee and needed the support for a complete restart of the communications campaign. Its goal was to reach students of prestigious universities and introduce Nescafé novelties. Our team at AGAMA Communications managed to do this.

Solution

Communication support of a complete campaign restart that took place under the slogan “Give time to impress”. The campaign was launched from May 13 to May 31 in a sampling format at 29 universities. The idea was to continue the topic from the Nescafe 3 in 1 ad with a brutal biker. A branded photozone with a bike and hosts dressed in biker promo uniform was installed in the main buildings of universities. They invited students to taste Nescafe 3 in 1 and enjoy cool music. Barista offered 3 types of coffee to choose from: classic, delicate or strong.

 

In addition to the opportunity to try a free drink, students took pictures in a branded zone with a motorcycle and props and then posted photos on social networks with the hashtag # Neskafe3in1 #Givetimetoimpress.

 

Results

The campaign was conducted in 5 cities of Ukraine: Kyiv, Kharkiv, Odessa, Dnipro and Lviv. During the offline and online activations, more than 15,000 effective contacts were collected. They were sent to restart the communication campaign of Nescafe instant coffee. Also, during the activation, students were urged not to judge people by appearance and give them time to impress with their personality over a cup of coffee.