CHALLENGE: Having an espresso in a café is a ritual for Italian people to start their days. At the same time, the moment does not let room to start new conversations and opportunities. Nescafé, on the contrary, is much more than a cup of coffee: is the ally to young people to live unplanned opportunities and relationships. With the campaign, Nescafé wants to show the power of its icon, the Red Mug, in making people socialize and having deeper relationships compared with the one you can have on a café counter.

EXECUTION: the campaign took part in three different moment. The first, “The Hello Experiment”, has been the starting point of the Revolution. In a library in Milan, we gave life to a social experiment to demonstrate how the Nescafé Red Mug has, by its own nature, the power to make people socialize. The experiment has analyzed 232 individuals in a location that by its own nature tends to isolate people. The video puts in comparison the first part of the experiment, where is shown the mistrust, the suspicion and the bother generated by the attempts to meet some stranger with empty hands and those of the same people with two cups of Nescafé to share in the second part of the experiment.

Than, on Facebook, we launched the app Nescafé RE-Starter that rekindles old relationships. At the end, “the distant Hello”, addressed to people with a long distance relationship, to help them to reduce the distance.

The campaign started on November 14, 2014 on Nescafé YouTube and Facebook page, when we launched “The Hello Experiment”, a psyco-sociological experiment that uses the Nescafé Red Mug as primary object to overthrow mistrust toward other people.

Secondly, on December 7, 2014, we launched the Facebook app, Nescafé Restarter, to restart conversation among Facebook friends that have been silent for a long time.

On January 28, 2015, we launched a special project dedicated to any kind of couples that are living a long distance relationship: the distant hello.

The campaign run according to the original plan.

The Hello Project has reached more than 2.4 million views on YouTube, increasing of 40% the conversation on social channels around Nescafé. The awareness of Nescafé has increased of 4%.

The Hello Experiment has generated hundreds of conversations on Nescafé Facebook page, underlying the social power of the experiment. Nescafé RE-starter, in only one week, rekindled more than 15.000 conversations among old friends.

The last part of the campaign, with the launch of “The Distant Hello”, involved more that 10.000 people, with more that 3.000 UGC uploaded on the projects website.