以抵制智能手机依賴為議題，傳遞分享真實當下的品牌價值
To resist mobile phone overuse as an issue, pass the message of sharing the true moment to someone you care as the brand value.
諷刺的是 我們還是得以社群擴散活動理念
Ironically, we still have to spread the concept on social media.
And a popup shop to try this Jammer mug
Brief Nescafe Taiwan wanted to resonate with young people (20-30 years old), who relied on smartphone and internet to connect with others but stop communicating with friends face to face.
Execution We wanted to encourage people sharing more time with their “real” friends. That’s why we invented the Jammer Mug, which could cut off signal once they put in their smartphones to enjoy a time without any interference.Besides, we build a Zero reception cafe pop up store to appealed people to experience the Jammer Mug and the “real” good time with friends.
Result 1. Video reached over 3,300,000 people. 2. 90% people tagged their friends in the comment below. 3. The Zero reception cafe appealed over 13,000 consumers. 4. Nescafe successfully resonated with youngsters and came back to their daily lives.
ROI FESTIVAL 2016 SILVER