Finding inspiration from love locks on bridges around the world — along with research that showed the red Nescafé cup to be a meaningful representation of the brand — Croatian agency Drap put together an interesting outdoor activation with a little digital tossed in.
Earlier this year, the agency locked thousands of red Nescafé mugs to bridges, benches and fences in and around two major Croatian cities.
The stunt was announced on social media and people were encouraged to unlock a mug using a Facebook application that would provide a combination to the lock based on their location.
Once a person had unlocked their mug, they could head over to a booth where they could redeem that mug for a second mug so they could share a cup of Nescafé with a friend or romantic interest. The campaign ties into the romantic theme of the brand’s tagline: “It all starts with a Nescafé.”
Here’s a case study summary of the campaign which, I’m told “generated a lot of unpaid PR: several major several newspapers and magazines covered the story together with the national TV.”
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