Publicis Beograd - Necafe 3u1 frape 30 dana faca

30 days of FACE

In the summer of 2015 we got a brief to create a campaign for Nescafé 3in1 Frappé – Instant ice coffee.

OUR TASK

During the summer season, all brands are focused on how to stay cool ON THE OUTSIDE.

SITUATION:

We decided to

CHANGE that way of thinking!

If you are cool inside, you will stay cool outside as well!

INSIGHT:

COOL AS ICE

OUR MESSAGE:

To promote our campaign message to a young target group with a very short attention span we created a special set of characters – Nescafé FACE (FACES).*

Face are cool guys on the block. They are rebelious, fresh and funny. Their interactions are always based on the battle between “the cool” and “the hotheads”.

OUR IDEA

* Local meaning of FACE are really cool people.

IN 2016 WE BROUGHT THEM TO

FACEBOOK

But to stay relevant to a target group that changes their opinion more often than they change their socks we had to DO SOMETHING DIFFERENT.

30 DAYS OF FACEFor each day in the month of may, we released tailor made, real time comics with FACE commenting on daily events, news and occurences.

So for one month we turned Nescafé Facebook page into a REAL TIME PLAYGROUND for our FACE and created

30 DAYS OF FACE

“He is not Rickey but he is cool as ice! “Que bonitooo“

And May turned out to be a really interesting month. So when Enrique Iglesias was playing in town…

30 DAYS OF FACE

Weekend is coming!“ Be cool as ice!

When friday came around face were celebrating!

30 DAYS OF FACE

Cold as ice you are.

… on May 25th we marked the day when the first wars were launched in the stars.

30 DAYS OF FACE

Friday 13th. and you are cool as ice! “Hey kitty! “Do not make me jinx you!“

… but we also had a Friday 13th .

30 DAYS OF FACE… an celebrated one of the greatest albums ever released.

“Yesteraaaaay...““Come back yesterday! (saying in Serbian when you are trying to “get rid of “ someone annoying) Be cool as ice! “Wrong album!“

30 DAYS OF FACE

“REALly!““You are into ATHLETICS?“

On the night of the Champions League finals

AND ON IT WENT FOR 30 DAYS

RESULTS:We engaged people on a daily bases!

During our 30 days of FACE our Facebook eng.rate

GREW 200 % compared to the first half of the year.

Thank you.