The Campaign

• Insights 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. • Intention/purpose We used opposite approach to call youth to put down their smartphone and regain a “real” good time with friends. • Adaptation of an existing platform or new innovation 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.

Creative Execution

• How it works The Jammer Mug is sprayed with special metal paint inside and can cut off signal. Red mug is Nescafe’s brand identity, and caring and sharing is the Nescafe’s brand spirit. We combined these two important elements to invent the Jammer Mug and encouraged youth to reconnect with others in real world. • Platforms We put the online video which introduced the Jammer Mug in a humor way, on the Facebook, YouTube and our Website. Besides, we opened a zero reception cafe pop up store to appeal people to come experience the Jammer Mug and enjoy the “real” good time.

• Long-term outcomes The Jammer Mug could rise people's attention about the over-reliance of internet, and help them stop using smartphone all the way and value the time shared with others. • Results/successes/developments to date 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.

With the technology evolving, people get used to using smartphone all the time even when they are along with their friends. We invented the Jammer Mug, aimed to change youth's behavior. Stop phubbing and start to communicate with friends face to face and revalue the time sharing with their "real" friends.