Objectives
A great coffee experience. Any time. Any way you want. This is the "Freedom of coffee", a baseline Nescafé wanted to translate online.
Nescafé wanted to develop a new website for its range of products, to build strong relationships with the consumer through the Internet, and to turn its website into a central platform for the brand´s cross media communication.
A new strategy, built upon the "moments of change in your life". A strategy to guide consumers through CHANGE, and to find and enjoy a comfortable moment of FREEDOM. The true "Freedom of coffee".
Our Answer
To inject freedom and creativity into the product experience, we launched the "design your cup" experience. A feature that lets the user engage with the brand through an interactive contest. Design a cup, ask your friends to vote for you, and get the chance to win 2 tickets to fly where you want, when you want, with the person you want. An example of brand engagement in which users can participate, create, and live the brand in a more meaningful way.
The new Nescafé website also includes
- Product focus
- Suggestion of recipes
- The brand history
- A media section
- A media section
In every section, the website creates a compelling brand activation by providing an outstanding user experience, making him part of the Nescafé experience.
Results
Thanks to this website, Nescafé showcases a renewed brand experience that gets people to (re-)discover the Nescafé products, learn more about them, interact with the brand and start peer-to-peer communication around the website ("Hey, have a look at my cup, it´s cool...").
Visit : Nescafe.be website
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