The Campaign

We invented the Jammer Mug, which be sprayed with special metal paint inside. When you put in your cell phone, it could help cut off signal and let people reconnect to each other face to face. The idea came from Nescafe's brand identity, the red mug, and the brand spirit, sharing and connection. Beside this, we also build the zero reception cafe pop up store to appeal people to come experience the Jammer Mug and enjoy the “real” good time.

Creative Execution

3/14/2016 Video and Website Launch The video and website launch, share the video could get a chance to draw the Jammer Mug. 3/18.19, 3/26.27, 4/2.3 Zero Reception Cafe Open Zero reception cafe store which could accommodate 20 people from 11:00-21:00 at the shopping district. People could play the real friend challenge to get a cup of free coffee, and once they sit in the store and put their smartphones into the Jammer Mug, they could experience a “real” good time without interferences.

1. Video reach over 3,300,000 people. 2. 90% people will tag their friend in the comments below. 3. The zero reception cafe appealed over 13,000 consumers to come having coffee without smartphones and sharing a “real” good time with their friends. 4. Nescafe successfully resonated with youngsters and came back to their daily lives.

Nescafe targeted to 20-30 years old youngsters, who are digital natives and care about their friends. However, these group of people heavily relied on internet to do social behavior and they were even too phubbing to react to friends in real life. We used opposite approach to call youth to put down their smartphone and regain a “real” good time with friends. We put a video on social media to contact to our TA and convey our idea and promote the Event. The zero reception cafe event to encourage people taking their friends out and enjoy the real connection.