As part of the four-month multi-part campaign, OgilvyOne Beijing designed a social media programme and website to strategically engage China’s young adults through until March 2012. It is Nescafe's largest digital campaign in China so far in terms of scale in customer participation and campaign duration, the agency said.
In the first phase, Nescafe spokesperson Han Han, also a blogger, author, and professional racecar driver, started the “Live out your boldness” conversation through a video release online. Another four stories were told of individuals who have each chosen to take control of their lives by living beyond social norms. Those include Chinese blogger and photographer Chu Peng; guzheng player Chang Jing; indie musician Michael Pattis; and social activist Xu Can.
In phase two, consumers will be invited to take up the "100-day boldness challenge” via Sina Weibo. Participants can post videos, share self-made songs and blog entries about their acts of boldness. Confessions of love, for instance, are sought in the first challenge.
Angel Chen, president of OgilvyOne China, said the Nescafe brand has taken a distinct new attitude so the agency needed a fresh approach to reach out to a younger generation of coffee drinkers who are living their lives online.
Adrian Ho, head of Nestle’s coffee and beverages business unit, hoped the campaign will help Chinese youths feel they are part of a bigger social movement. “China’s young people need to live the lives that they desire by unlocking hidden boldness."
CREDITS:
Project title: “Live Out Your Boldness” Digital Campaign
Client: Nescafe
Brief: Create a campaign to change consumer perception of NESCAFE
Creative agency: OgilvyOne Beijing
Executive Creative Director: Doug Schiff
Account Lead: Lily Tung, Connie Ho
Creative Director: Darren Crawforth
Art Director: Shumei Tay
Copywriter: Bozhan Zhang
Agency Producer: Jassica Yuan
Media agency: Mindshare
Exposure: Digital