Creative Execution

The message of the video has been made into a simple storyline, in order for the viewer to be able to identify with the main character. The simple illustrations visualize and accentuate the keywords of the narration and make it easy to follow the actions on screen, helping to commit the message to memory. As well as sharing the video on Nestlés japanese website and official youtube channel, we have launched a version altered for the Japanese trainchannel screens in Tokyos busiest train line, to expose the video to the target group of young professionals commuting to work.

There was a big increase in awareness of the campaign, with both the regular and trainchannel version oft he video combined exceeding 1 million views on Youtube within the first six months. A study conducted in collaboration with the Institute for Journalism, Media & Communication of Keio University furthermore received the result that from 127 survey takers, 75,34% felt their knowledge about the product had significantly increased after the watching the explainer video.

Nestlé has launched the campaign „Nescafé Ambassador“ in Japan. It is targeting young men and women in the business world to encourage them to place a Nescafé machine in their offices. When taking part in the campaign, the coffee machine will be provided for free and only the capsules will have to be purchased at a reduced price. To raise awareness for the campaign and simultaniously eliminate concerns that might prevent people from taking part, the campaign was made into a short explainer video.