Creative Execution

Our riders introduce the campaign and ask users to join the trip and proactively participate in real time. Fans and followers could even decide routes, stop overs and activities – Like choosing to zipline or feed crocodiles at a farm. Whether to stay in a guesthouse or camp and which part of the coffee growing process to get involved with once we got to the plantation. Our guys followed the users suggestions and votes, for the entire roadtrip to put the community at the heart of the adventure.

Over half of Vietnams Facebook users were reached. 13% of those who saw the campaign got involved on the brands Facebook page by commenting, voting, making suggestions and sharing content with friends. Our final post got 21,000 responses and 759 guys asked, with no incentive, to join the next trip. During the week long roadtrip the number of fans of the page jumped by over 50,000 fans, (over 14%), with no media spend to drive this. And the best part? We even had rural coffee farmers joining Facebook for the first time to thank us for acknowledging their hard work.

In Vietnam, people perceive Nescafe Café Viet as a foreign coffee, when in fact it is a 100% grown and produced locally. It is made in Vietnam. This is a problem because in a country that is the world’s 2nd biggest coffee producer, people are fiercely proud of drinking local coffee. Our insight was that alpha-male Vietnamese guys boast about drinking strong coffee and boast about their motorbike riding skills and weekend adventures. Our idea was to create an adventurous motorbike road-trip to Vietnam’s coffee producing region: Dak Lak and created a series of video content vignettes following the journey. This was focused on Vietnams social platform of choice; Facebook.