Brand: Nescafe 3in1- Nestle Vietnam
Challenge: Even though Nescafe 3in1 instant coffee was a nationwide market leader, it faced huge competition from G7 instant coffee in Hanoi, where people are more traditional and prefer local brand like G7.
Objectives: The campaign was to build loyalty among traditional and nationalistic Hanoi residents for Nescafe 3in1.
Big idea: 1,000 Hanoian conversations over a Nescafe
Execution: Via TVC, it featured Hanoi people discussing what they love about their city with a Nescafe cup on their hands. To support this ad, a campaign website was built in order to encourage people to share their Hanoi stories.
Results: Brand loyalty grew by 17% points, compared to previous campaign result of at best 5% points. Market share in Hanoi also increased significantly by 7.4%, much higher than its previous target of 2%.