| Title | THE NEXTDOOR HELLO |
| Brand | NESTLÉ ITALIA |
| Product/Service | NESCAFÉ |
| Category |
B04. Use of Ambient Media: Large Scale |
|
Entrant
|
PUBLICIS ITALY Milan, ITALY
|
|
Idea Creation
|
PUBLICIS ITALY Milan, ITALY
|
|
Media Placement
|
MEDIACOM Milan, ITALY
|
Credits
| Bruno Bertelli |
Publicis Italy |
Creative Director |
| Cristiana Boccassini |
Publicis Italy |
Creative Director |
| Alessandro Candito |
Publicis Italy |
Associate Creative Director |
| Paolo Bartalucci |
Publicis Italy |
Associate Creative Director |
| Martino Lapini |
Publicis Italy |
Digital Associate Creative Director |
| Azeglio Bozzardi |
Publicis Italy |
Digital Associate Creative Director |
| Guglielmo Pezzino |
Publicis Italy |
Strategic Planner |
| Barbara Pusca |
Publicis Italy |
Group Account Director |
| Filippo D'Andrea |
Publicis Italy |
Account Supervisor |
| Isabella Guazzone |
Publicis Italy |
Agency Producer |
| Claudio Gallinella |
Bedeschi Film |
Director |
| Fabrizio Squeo |
Bedeschi Film |
Editor |
| Federico Salvi |
Bedeschi Film |
Executive Producer |
| Paolo Ongari |
Nestlé Italia |
Business Executive Manager |
| Carlo Oldani |
Nestlé Italia |
Marketing Manager |
The Campaign
Using the fac?ade of a large apartment building to transform it in a living ambient media that consists in building tables between the balconies of a building's facade. On the tables, two Nescafe? red mugs and a kettle. On the building facade just in front, a call to action invites people to have a coffee with their neighbors: GET CLOSER TO THOSE CLOSE TO YOU.
Creative Execution
The key element of the operation is the table that connects the balcony of the fac?ade. Using the same red of Nescafe? Red Mug, the tables has become the symbol of the operation: 1.82m long, it has been used as a bridge over the balconies, to connect the life of the residents of the apartment blocks.
Results
In just one week the outdoor was seen by thousands of people passing by, as it was in a very crowded area. At the same time millions of people on YouTube, Facebook and TV saw it. 48 Million media impressions +11% Facebook fans +52% Brand popularity increased +6.400.000 total project views The condominium meetings are now more friendly.
Nescafe? wanted to consolidate its strategy and its positioning by giving life to an event where people could experiment the socializing power of a cup of coffee. It is not always easy getting closer with the one live next to you and start a relationship. Nescafe? wants to show us this, using an apartment building as the scenario of the lack of communication. The use of social media, blogs, newspapers where the video of the operation has been spread, helped us to show the Nescafe? emotional end benefit: the self-confidence and the positive attitude to start a real connection.
In Italy, the apartment building is a strong stereotype of mistrust and unfamiliarity; most of times are the people that live next to us that are the most distant. Nescafe? has decided to use this hostile environment to underline the capability of its product to create and start connections. By building a table between the balconies of the building’s fac?ade, the only activator of this connection is the product itself, which gives people that necessary sparkle to start a conversation, to get in touch with others and interact spontaneously. The operation targets anyone that lives in a large apartment building