To strengthen the position of Nescafe Classic as a big people's brand using the 75th anniversary of the trademark as a coverage opportunity.
Celebrating another anniversary, brands typically congratulate themselves (“Hooray, we are ... years old!”). We decided that it is consumers who should congratulate Nescafe on their birthday.
Not only Nescafe can be 75 years old, but also its fans when they get together.
We launched a nationwide creative contest "We are 75 too!", which became a big scale show on the Internet. According to the rules of the contest, participants were asked to find a company and take a picture so that their common age would be exactly 75 years. Every day, the jury selected the most creative photo, the authors of which were rewarded with the festive sets.
In support of the campaign, an advertising campaign was launched with the help of standard ATL-promotion channels. They all brought consumers to the site where the terms of the contest could be found.
More than 47 thousand participants have sent their photos within 2.5 months. The page of the contest was viewed by nearly 1 mln people with a 6-minute contact with the brand on the average.