The project reached the African youth where they spend most of their time: outdoors and on social media. Specific events were created for each country the NESCAFÉ Get Started truck stopped in. Social media content was developed to be relevant both regionally and locally in 22 different African countries, with customized targeting.

Interaction on social media was strongly linked with the on-field activity as users could decide the truck's route through Facebook actions. During field activations the target audience was invited to go online to vote and share their dreams.

ATL and BTL communication was used to launch the campaign on a pan-African level and to maximise its impact in each country.

NESCAFÉ defined a real connection with the youth. The tour traveled 8 African countries and over 7,000 km. It stopped in 25 cities, over 300,000 people attended the live events and at time of entry 13,627 dreams had already been collected. The Facebook fan base more than tripled during the first 5 weeks of activity.