Title	THE HELLO PROJECT
Brand	NESTLÉ
Product/Service	NESCAFÉ
Category	B01. Fast Moving Consumer Goods
Entrant Company	PUBLICIS ITALY Milan, ITALY
Advertising Agency	PUBLICIS ITALY Milan, ITALY
Media Agency	MAXUS GLOBAL Milan, ITALY
Production Company	AKITA FILM Milan, ITALY

Name	Company	Position
Bruno Bertelli	Publicis Italy	Creative Director
Cristiana Boccassini	Publicis Italy	Creative Director
Paolo Bartalucci	Publicis Italy	Copywriter
Alessandro Candito	Publicis Italy	Art Director
Lucas Bouneou	Publicis Italy	Copywriter
Sophian Boudjera	Publicis Italy	Art Director
Azeglio Bozzardi	Publicis Italy	Art Director
Martino Lapini	Publicis Italy	Copywriter
Guglielmo Pezzino/Bruno Tecci	Publicis Italy	Strategic Planners
Barbara Pusca	Publicis Italy	Group Account Director
Claudia Brambilla	Publicis Italy	Account Director
Filippo D'Andrea	Publicis Italy	Account Supervisor
Luana Strafile/Federica Manera	Publicis Italy	Agency Producers
Carlo Oldani	Nestlè	Marketing Manager Nescafé
Davide Rizzi	Akita Off	Executive Producer
Francois Nemeta	Akita Off	Director
Fabrizio Squeo/Samuele Schiavo	Akita Off	Editors
Vincent Doignon	Akita Off	DOP
Franziska Stubenruss	Akita Off	Producer
Jean-Etienne Milard	Akita Off	Music

The Campaign

CHALLENGE: Having an espresso in a café is a ritual for Italian people to start their days. At the same time, the moment does not let room to start new conversations and opportunities. Nescafé, on the contrary, is much more than a cup of coffee: is the ally to young people to live unplanned opportunities and relationships. With the campaign, Nescafé wants to show the power of its icon, the Red Mug, in making people socialize and having deeper relationships compared with the one you can have on a café counter. EXECUTION: the campaign took part in three different moment. The first, “The Hello Experiment”, has been the starting point of the Revolution. In a library in Milan, we gave life to a social experiment to demonstrate how the Nescafé Red Mug has, by its own nature, the power to make people socialize. The experiment has analyzed 232 individuals in a location that by its own nature tends to isolate people. The video puts in comparison the first part of the experiment, where is shown the mistrust, the suspicion and the bother generated by the attempts to meet some stranger with empty hands and those of the same people with two cups of Nescafé to share in the second part of the experiment. Than, on Facebook, we launched the app Nescafé RE-Starter that rekindles old relationships. At the end, “the distant Hello”, addressed to people with a long distance relationship, to help them to reduce the distance.

The Brief

The objective of the campaign was the launch of the new global positioning of Nescafé in the Italian market, through a video content, a Facebok app nd a contest that shows the power of the Red Mug to make people socialize and get in a deeper connection with others.

Execution

The video has been uploaded on the Nescafé YouTube page on November 11, 2014 and then pushed through Facebook posts in the following days. Than, in December 2014, we launched the Facebook App Nescafé RE-starter. The 28th of January 2015, we launched the contest and social platform “the distant hello”.

The video has reached more than 1.1 million views, generating buzz and conversation on brand’s social channels (+ 200% conversations on FB). Brand consideration has increased of 75%. The Distant Hello involved more than 10000 people, with more the 3.000 original UGC uploaded on the website.

The Strategy

Nescafé talks to young Italians that, although are recognized to be extrovert, outgoing and sociable, have a settled friendship background. Friendships born among domestic, scholastical, professional and territorial proximity. They have a low inclination for experimentation and exploration of new friendships: the possibility to dedicate time and energy is overwhelmed by routine and habits.