Brand Experience: Live
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through live experiences should be entered.
NESCAFÉ 1+2 “HAVE A CUP OF COFFEE FIRST”
Coffee has low penetration in low-tier cities as residents don’t value its stimulating benefit. Research shows the young desires the need to express themselves without disturbing the social harmony that they are so dependent on for survival in low-tier China. Hence, we position coffee as the perfect ice breaker through an invitation of “Have a cup of coffee first” --a call-to-action that used celebrities, KOLs and the right platforms to reach and convince key target audiences to embrace coffee and feel its role, which helps uplift penetration and sales.
Client: Nestlé China
Agency: Ogilvy Beijing
Durnev watches stories (how it all began)
To convey the essence of the brand, “Reveal your wild nature”, we decided to combine all the trends, formats, and activities that are currently popular among the brand's TA: bloggers, Versus battles, cosplay, video games and hate watching. In the center of communication, there was a promotional website styled like a fighting game, where we published the videos with our two heroes, wildDurnev and wildMurafa. For a month, users came up with challenges for them–of any degree of strangeness, complexity, and improbability. Every week, each hero got one task from the list made by the TA. The “Durnev watches stories” meme appeared during our project and instantly turned into a popular YouTube show.
Client: Nestle Ukraine
Agency: Havas Digital Kyiv