1000 red mugs
Social world & offline experience
Our client asked us to create a social media campaign that had to be connected to the offline world as well.
Online & offline
We needed to focus on our only social media channel in Croatia - Facebook, and develop a campaign that used all, or almost all, of the platforms assets. The main challenge was to connect the social world and user behavior in it with the offline world, and to incorporate it with our brand and its propositions.
This is a brilliant way to incite action.
Bring fans closer
We were already aware of the well-known fact that coffee as such connects people and brings them closer together, starts new friendships and revives older ones. So we decided to develop a campaign that connects and brings our brand's fans closer.
A clever way to link the online social world with the physical world.
Unlock and connect
The brand’s Facebook page was the perfect place to find our starting insights, and we researched them directly from our fans. A thorough analysis showed that the iconic NESCAFÉ red mug has been a much-desired object among our brand lovers. For the offline world inspiration, we took to finding symbols that also bring people together, even in a metaphorical way. We found it in lovelocks, usually placed on bridges and fences, with which couples lock their love for one another.
Therefore, we decided to “lock up” NESCAFÉ mugs. Early in the morning, over one thousand NESCAFÉ red mugs were locked to benches and fences in the two largest cities in Croatia, using a 4-digit bicycle code lock. We used the brand's Facebook page to provide clues as to where the exact locations were and invited users to come to the locations and unlock their mugs.
Once at the event location, users could come to a specific mug, open a Facebook mobile application, select their exact location and receive the needed code to open the lock to their own mug. When they unlocked the red mug, they could head over to one of the nearby NESCAFÉ redemption points and exchange the unlocked bicycle lock for a cup of warm coffee and an additional red mug. Now, having two of their favorite mugs, they could start new conversations with their friends and loved ones, or "reheat" the old ones.
It all starts with a NESCAFÉ
On Facebook, the teaser posts, which were advertised only to our existing fans, reached over 70.000 users, which is over 75% of our fan base. Facebook ads delivered over 4.000.000 impressions and reached over 345.000 users. Users flocked to the revealed locations and all the red mugs were unlocked in a matter of hours. A video describing the event, which was uploaded natively to Facebook, and was not advertised, reached over 65.000 users with an engagement rate of over 5.5%.
The entire campaign received a large number of local press articles, and even got featured on national TV. Apart from local media, 89 international publishers picked up the story, which in turn led to over 150.000 Euros in PR value.
Most importantly, the campaign showed that NESCAFÉ really understood and listened to its Facebook fan base.
Ultimately, the Thousand Red Mugs campaign is a great example of a campaign that has a solid idea that is obvious and intentional at all levels of the campaign. The overarching concept of Nescafe bringing people together is embodied in how fans connect on social media, how they’re involved in the campaign, and what they get out of it in the end. It’s a good idea, and both Nescafe and Drap have executed it perfectly.
CREATIVE GUERILLA MARKETING
Best in Show
1000 Red mugs
Top 8 in Innovative Use of Social Media
1000 Red mugs
1000 Red mugs