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FACE TO FRIENDS

headlinecnen
It all starts with a Nescafé
basics
Industry: Non-alcoholic drinks
Media:Promotion & Event
Market:France
Style: Minimalism
descriptioncnen
Describe the campaign/entry:
Although Nescafé is currently considering running the 'Face to Friends' campaign as a Tv program in other countries, the campaign has only been run in France so far.
As Brand Content regulations are very strict in France (for instance, AFP is strictly forbidden), the core of the campaign has been only aired online. This brought our campaign to a higher level, creating deep interactions with Nescafé’s audience, many of them posting their own encounters on the brand’s social networks.

Results:
“We all have hundreds of virtual friends, but how many of them would be our friends in real life?” This question was the key to answer Nescafé’s challenge: rejuvenate the brand’s audience and communication in a fun way.
Our solution was to carry out a very simple test: use the socializing power of coffee to see if our Facebook friends can be our friends in real life.
So we asked Arnaud, a 37 year-old average guy with 1,200 Facebook friends, to meet as many of them as possible, face to face, over a 2 months period. Arnaud took up the challenge and looked through the varied profiles of his Facebook friends: childhood friends, an ex-girlfriend, work colleagues and even people he had never met! He surprised them with a cup of coffee and filmed their reactions.
We brought Arnaud’s videos progressively online, creating a 42 video-long moving and exciting web documentary.
Arnaud’s experience became a real social phenomenon in France. And soon, fans started to upload their own videos. We thought they should be part of the experiment. So we encouraged them, sending them Nescafé mugs and sticks; Arnaud even surprised the most active fans. This way, we created very deep interactions between the brand and its fans. This part of the campaign is still going on.

We asked Arnaud, an average guy, to surprise his Facebook friends with a coffee in order to see if they were friends in real life.
When we launched the campaign he surprised famous bloggers as well, creating a powerful buzz. Then we launched TV and internet ads, leading to our first videos on Facebook and Youtube.
To involve our fans, we gave them the opportunity to choose the next video they wanted to be uploaded online. Soon, they started to post their own videos. We encouraged them to do so. This way our audience became part of the campaign.

One week after it went online, our videos had already reached approximately 500,000 views. Since then, the success has never stopped.
. Our dedicated website shows amazing statistics: More than 8 million views, an average time of 11 minutes spent online with 18% viewing all the 42 videos (more than 2 hours of content).
. The brand’s Facebook page gained +400% of fans since the operation started.
. By launching a universal and modern topic of conversation, Nescafé ignited a huge social phenomenon in France (many references on social media and many spoofs even by the most popular comic show in France: 'Les Guignols de l’Info' on Canal+).
. But most of all, people grew the will to meet their own Facebook friends. Many fans published their own encounters on Nescafé’s Facebook page. And as we gave them mugs and sticks, they became a part of the campaign, some of them being even surprised by Arnaud. This level of interaction could never have been achieved with the traditional TV campaigns Nescafé was used to air in France.
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Copywriter:
Art Director:
Art Buyer:
Advertiser's Supervisor:
Account Manager:
Producer:
Sound Design:
Post Production:
Other credit:Digital Director: Pierre Robinet
Creative Technologist: Julien Chaillou
Digital Project Manager: Marina Chef
Tv Producers: Pierre Marcus/Laurent Sequaris/Jimmy Halfon
Production Director: Romain Guilbert
Videos Coachs: Alexis Feltesse/Thomas Franceschini
Business Affairs: Carlos Serrano/Elodie Siliart/Cecilia Neyroud/Romain Busnel/Fanny Cuisinier
Digital Production: François Rochet/Louis Da Silva/Goulwen Courtaux/Lucia Barroso
Media Agency: Gautier Piquet/Adelaide Chassort/Nicolas Simon
Pr Agencies: Aurelie De Labarriere/Axelle Gadala/Virginie Noyon/Philippe Masseau/Julie Chandl
awards
Cannes Lions International Festival of Creativity 2014
Bronze Branded Content & Entertainment
Non-Fiction: Online
Cannes Lions International Festival of Creativity 2014
Bronze Media
Use of Branded Content & Sponsorship
The Kinsale Shark Awards 2014
Bronze Media
Digital media integration
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