Role: Team Leader
Responsibilities:
-
Coordinate project workflow and Task allocation for team members
-
Research & Analysis
-
Campaign Big Idea, Planning & Execution
Creative Approach
As the target audience lost their interest in instant coffee after the COVID-19 lockdown was released, NESCAFÉ Barista struggled to compete with out-of-home.
To gain emotional connection and trigger consumers to choose NESCAFÉ Barista, our team chose to establish NES'BUDDIES, a group of 5 friends with each representing a flavour of NESCAFÉ Barista. Those characters will support the brand storytelling and boost the emotional connection between the target audience and the characters.
Based on solid storytelling, the concept of implementing "Blind Box" in marketing was utilised to urge the target audience to purchase the products to achieve the market penetration goals.
Execution
The Levitation of "ME" Moments
You may also like
