| Title | THE HELLO PROJECT |
| Brand | NESTLÉ |
| Product/Service | NESCAFÉ |
| Category |
C01. Fast Moving Consumer Goods |
|
Entrant Company
|
PUBLICIS ITALY Milan, ITALY
|
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Advertising Agency
|
PUBLICIS ITALY Milan, ITALY
|
|
Media Agency
|
MAXUS GLOBAL Milan, ITALY
|
|
Production Company
|
AKITA FILM Milan, ITALY
|
Credits
| 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 Brief
Italy is the homeland of the espresso and Italians are recognized to be extrovert, sociable and outgoing. Having an espresso in a café is a ritual for Italian people, but the time spent in a café does not leave room to start deep and valuable relationships: it lasts the time of a sip of coffee. Nescafé is instead a long coffee that gives you enough time to start new conversations and new relationships, giving you the chance to win mistrust and shyness. The Red Mug, are your ally to start new conversations and to connect with others
Campaign Success
The Hello Experiment is a social experiment that shows how people are more likely approachable if done with something to share, and what’s better than a hot cup of coffee? The video has been lunched on November 11th, 2014 on Nescafé social media channels and sponsored through a FB promoted post on November 13th, 2014.
On December 7th, 2014, we launched the Facebook app.
On January 28th we opened the social channel “the distant hello”.
Describe the success of the promotion with both client and consumer including some quantifiable results
The video has reach more than 2,4 million views on YouTube, increasing brand awareness of 75%. Conversations raised spontaneously on brand’s social channel (+ 200%), underlying the social value of the experiment.
Consumers have recognized Nescafé as the brand that allows you to take the chance to start something unplanned.
The distant hello involved more than 10000 people, with the creation of over 3000 original UGC uploaded on the project website.
Explain why the method of promotion was most relevant to the product or service
For the launch of the new global positioning “it all starts with a Nescafé”, we wanted to demonstrate the iconic power of its Red Mug through an integrated campaign. The first part, “the hello experiment” is psyco-sociological experiment. In a Milan library, a location that by its own nature tends to isolate people, we analyzed 323 people. In the first part of the experiment, is shown the mistrust, the suspicion and the bother generated by the attempts to meet some stranger with empty hands and then, in the second part, we see the reactions of the same people with two cups of Nescafé to share.
Then we launched a Facebook app, Nescafé Restarter with the objective to rekindle old relationships. The third part of the campaign is addressed to anyone with a long distance relationship. Thanks to a new social platform “the Distant Hello” allowed people to make distance shorter.