MARKETING TO BRING PEOPLE TOGETHER – TAKE A BOW, NESCAFE
Posted By Andy Smith
When developing a marketing campaign for a client, no matter what kind of business they are or how big (or small!) the budget, our first considerations are always the same:
What are the objectives?
Who is the target audience?
This month, the campaign which really caught my eye was from one of the world’s biggest hot drink brands, Nescafé.
The idea itself is brilliant, but we’ll come on to that. First, let’s consider the objectives and target audience of such a household name:
Objectives – to encourage people to put the kettle on, therefore selling more coffee
Target audience – anyone who drinks coffee.
Pretty broad, right?
I always find that the wider your audience, the more difficult it is to develop a campaign idea that will truly grab attention. You’ve got people of different ages, beliefs and demographics to contend with, so it’s vital to have a message which will resonate with everyone – tricky, but that’s exactly what Nestlé achieved.
For us Brits, the majority of new relationships begin with six magic words – ‘shall I put the kettle on?’ Or if you’re Northern like us, there are three words – ‘fancy a brew?’.
It’s no different in Italy, where this campaign was launched, allowing the brand to use this stereotypical human habit to their advantage and the notion of bringing people together formed the basis of their most recent campaign – literally!
Bringing people together and encouraging the start of new relationships isn’t easy, even when you are in the midst of hundreds of thousands of people. In order to do so, you need a spark, a new opportunity and, of course, in the world of Nescafé, a red mug!
The brand launched the Hello Bench during the Salone del Mobile in Milan – Italy’s biggest cultural exhibition. The Hello Bench looks like a regular resting spot to passers-by, but there’s a catch – it gets shorter when two people sit on it!
Two sensors activate the bench and let two strangers get closer: an unexpected way to break the ice and quite literally, bring them together.
Coupled with a pop up café located close by offering free hot drinks, the stunt allowed the brand to activate its objective and bring it to life in the real world.
The Hello Bench was a great success on social media, achieved worldwide media coverage and, most importantly, sparked loads of new friendships – job well done!
So, when considering your marketing efforts, ask yourself: how strong is your brand’s relationship with its target audience?
There’s always room for improvement, so give us a call and we’ll pop the kettle on.