Nescafe | Camera Cafe | China

Through a partnership with Youku and Kaixin, the Chinese version of Camera Café will air on 25 January and will run for four months. The webisodes will be four to five minutes long each. They depict the every day lives of the white collar segment, and record the daily gossip people have in the office pantry. Viewers can visit the campaign site under Youku to learn more about the characters now.

Mindshare has previously involved in similar product placement shows, including Ugly Wudi. Unilever, Bausch & Lomb, Perfetti van Melle were some of the sponsoring brands at that time.

“Online programming was a no-brainer,” said Mateo Eaton, partner of Mindshare Invention North Asia. “In terms of time, cost, and value, online content-based campaigns easily outperform most TV campaigns, making them the best value-for-media-money in my book.”

Eaton adds that China is traditionally a tea drinking country. In more than 60 episodes rolling out on a daily basis, this project is designed to increase coffee drinking habits and entertain people during their breaks.

"Coffee in China has been steadily increasing in popularity in the past decade building on what are its very inspirational values for the Chinese youth and we feel that programmes such as Camera Café will help to further cultivate the coffee drinking habit among the Chinese youth consumers,” said Adrian Ho, head of coffee and beverage for Greater China at Nescafé.

Camera Café was originally launched in France in 2001. Twenty countries all over the world later adapted it, including The Philippines, Indonesia, and Australia in Asia-Pacific.



Credits:
Project Camera Café
Client Nestle China
Media agency Mindshare
Producers Fer Wang, Mateo Eaton (Minshare)
Director  Sean Wang
Production company ID Creations Shanghai
Exposure Online, outdoor, in-store, mobile