Results and Effectiveness

The online show achieved significant impact on consumer habits among our targets, building stronger loyalty with frequent drinkers and recruiting significant new users: -13,500,000+ video views -Purchase Intention +8% (light drinkers) -Brand Favorability +12% (frequent drinkers) -Purchase Intention jumped 300% after watching 4+ episodes. -Cost-per-click 9-times cheaper than traditional online-advertising -115,000 SNS fans on Kaixin001 -Tens of thousands of conversations on BBS forums (95% positive) earned 200,000+ page views Listening to fans screaming for more, the greatest barometer for success comes directly from NESCAFÉ who have just announced plans to launch Season 2. Who wants to grab a cup?

Creative Execution

Our solution was to appeal to both groups through a localized version of the global hit TV show, “Camera Café.” The renowned French comedy is broadcast in over 20 countries and is one of the top licensed global formats. We re-purposed it into 4-minute online webisodes, adapting the show for Chinese audiences, and created new, inspirational characters and story lines that reflected modern Chinese office life. Launched with a special mini-site on Youku.com, China’s leading video-sharing site, we aired 60 webisodes over 3 months. Each webisode featured a permanent office coffee station piled high with NESCAFÉ; 15 episodes had plots inspired by different NESCAFÉ products. Strategic media placements on Youku, Kaixin and other websites drove traffic to the videos, while funny polls about common office complaints and gossip provided interactivity. Viewers also participated in chats and read online blogs of cast members via a Camera Café fan page on Kaixin001.

Insights, Strategy and the Idea

China scrambles to lead the world in consumption of almost everything: energy, pork, luxury goods. This race comes to a screeching halt when it comes to coffee. NESCAFÉ is China’s leading coffee brand with >75% market share, yet achieving this wasn’t enough--coffee consumption per capita is an ungenerous 3 cups per YEAR with a category penetration of <45%. With limited competitors investing to build the category, NESCAFÉ faced the challenge of growing a coffee culture on its own among a diverse target--the higher income, higher education, white collar business culture AND university students. What was needed was an efficient communication platform that targeted both. Where we found common ground is the workplace. Frequent drinkers are career-oriented while potential drinkers are curious about working life. Moreover, both are heavy online users. And it hit us--create an online version of “Camera Café,” the office comedy about drinking coffee and hook them all.