Title | CONVERSATION |
Brand | NESTLÉ |
Product / Service | NESCAFE 3IN1 |
Category | D01. Digitally Led Integrated Campaign |
Entrant | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
Entrant Company: | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
Advertising/Web Design Agency: | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
Credits |
Name | Company | Position |
---|---|---|
Bob Cohen | Lowe Vietnam | Executive Creative Director |
Chiminh Deleo | Lowe Vietnam | Copywriter |
Hoang Minh Tran | Lowe Vietnam | Art Director |
Anne Marie Rodriguez | Lowe Vietnam | Agency Producer |
Indraneel Guha | Lowe Vietnam | Head of Planning Services |
Siddharth Malhotra, Thao Tran | Lowe Vietnam | Account Manager |
Duy Ngo | Lowe Vietnam | Account Executive |
Vietnam is a country with a strong coffee culture. And Nescafe 3in1 was a market leader, but people loved local brands more. The brief was to turn Nescafe from ‘most sold’ to ‘most loved’. The only way to solve this was to create a strong ‘Vietnamese connect’ with the youth without losing our international stature. Almost like getting Nescafe 3-in-1 a Vietnamese passport. Coffee has always been a social lubricant that creates great conversations, and this was indeed true in Vietnam. We decided to become the coffee that enables 'intensely Vietnamese conversations'. Our entire campaign was centered around 1 digital platform.