NESCAFE® Gold promo mechanics
Why would this “SMS
sweepstakes” be different from dozens of others?
What would be the grand prize from a brand It All Starts with...? How can say “the world is yours” with just one gift?
The legendary coffee brand had renewed its global positioning.
The new idea of “Everything Starts with Nescafe” did not have international TV commercials or visuals backup suitable for all audiences. But the plan to hold the nationwide promo is already there.
Brief: Develop the idea of nationwide promo mechanics and execute the sweepstakes.
Anything...literally ANYTHING starts with NESCAFE® because every good morning that begins with the smell of coffee can become the best day of your life - the most productive, interesting, full of events, surprises, meetings, and fun.
Every morning opens the whole universe of opportunities for every one of us – don’t let yourself forget about it. And every morning cup of coffee can open every corner of the world for you.
The participant buys NESCAFE and activates the promo code via SMS with the name of the city where they would like to wake up (and watch the dawn). The winner gets a trip to a stated place.
That means participants choose the prize themselves. Our winners got to travel to Dubai, Venice, and Palma de Mallorca. Each trip was accompanied by a video interview.
TV commercial, 15sec
Sticker for the packaging and promo leaflet (under the lid)
Promo website design