| Title | É BY NESCAFÉ |
| Brand | NESTLÉ S.A. |
| Product/Service | NESCAFÉ É |
| Category |
F03. Innovation & Solution |
|
Entrant
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Idea Creation
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Additional Company
|
NESTLÉ Vevey, SWITZERLAND
|
Credits
| Dr. Stephan Vogel |
Ogilvy Germany |
Creative Chairman |
| Bjoern Bremer |
Ogilvy Germany |
Chief Creative Officer |
| Michael Kutschinski |
Ogilvy |
Executive Creative Director |
| Garth Gericke |
Ogilvy |
Art Director |
| Klaus-Martin Michaelis |
Ogilvy |
Art Director |
| Hayley Chappell |
Ogilvy |
Copywriter |
| Felix Rompis |
Ogilvy |
Account Management |
| Jens Steffen |
Ogilvy |
Technical Director |
| Joschka Wolf |
Ogilvy |
UX Design |
| Alexander Scherf |
Ogilvy |
UX Design |
| Hendrik vor dem Berge |
Ogilvy |
UX Design |
Background
In the last few years, gourmet coffee and barista culture have been trending globally. Turning every day Millennial consumers into sophisticated and demanding connoisseurs.
Nescafé - the oldest and simplest instant coffee brand in the world- needed to remain relevant for this growing segment.
Describe the creative idea (40% of vote)
Nescafé launched É, a smart personal coffee maker that merges millennial’s growing love for coffee with what they always carry in their other hand: smartphones.
Describe the execution (40% of vote)
After 2 months of design thinking sessions and workshops; and 4 months of prototype designing, and 2 months of software development Nescafé’s Smart Coffee Machine was launched on Amazon and most important tech retails. In some of the markets it was launched there was some social video ooh communication and minor launching activations. Then it was launched and for sale in 3 different countries.
List the results (20% of vote)
The brand succeeded in reconnecting with millennial audience and created a new channel for product marketing through the É app and its community. Brand awareness grew, as it perception as a more contemporary and innovative brand. Fidelity grew as well.
Consumers can now explore a wide range of coffee drinks and turn into baristas themselves, at home, at the office, and anywhere.
Cultural impact was huge considering how big -culturally and economically- tea is in the region. To date, -March 2019- 60.749 units were sold, and still counting.