If you got off a plane in Colombia on International Coffee Day 2019, you probably lived a unique experience around coffee.

When you logged into your social networks, a geolocated post from NESCAFÉ® Artesano welcomed you to our coffee-growing country.

When you arrived at Immigration, your passport was sealed with a stamp that carries the image and aroma of Colombian coffee.

The airport billboards invited you to smell your passport.

And while waiting for your suitcase you could taste a cup of NESCAFÉ® Artesano, 100% Colombian origin coffee.

This way, we won a space in Colombian passports and hearts.

The situation was that NESCAFÉ decided to grow 100% Colombian origin coffee, in a coffee growing country full of local coffee brands.

The brief was how could this foreign brand win a small space in Colombians hearts?

The objetives were:

- To position Nescafé® Artesano as a Colombian coffee brand

- To generate awareness and conversation around international coffee day with Nescafé® Artesano.

To promote NESCAFÉ® Artesano as a 100% Colombian origin coffee brand, we created COFFEE STAMP, the first migratory stamp made from coffee ink that carries the aroma and the image of Colombia’s most important bean. The stamp welcomed more than 30,000 passengers on International Coffee Day 2019.

For the first time in 24 years, we were able to change the traditional migratory stamp in 5 international airports, so that tourists and locals could have the aroma of Colombian coffee in their passports, forever.

Our target audience are “Active Professionals”, Colombian’s between 20-44 years old, who can’t start their day without a cup of coffee. They’re multitaskers who make the most of digital tools and social networks on a professional and personal level. 66% of them prefer products from companies that support social or cultural projects* and 76% of them like to travel and see new places.

Adding it all up, we saw that we could reach our “active professionals” in the middle of their interests (coffee + travel + cultural causes) with an experience powerful enough to be replicated in their social media.

And experience that also appeals to national pride in order to position Nescafé® Artesano as a Colombian Origin Coffee brand.

During International Coffee Day we received tourists and Colombians with a migratory stamp that carried the aroma and image of Colombian coffee. For the first time in 24 years we were able to change the migratory stamp of our country.

Timeline:

- Geolocated posts with a message of Nescafé® Artesano welcoming people to Colombia on International Coffee Day

- COFFEE STAMPS were placed in passports in more than 200 migratory checkpoints across 5 international airports

- Migratory agents and airport billboards invited people to smell their passports to feel the aroma of Colombian coffee.

- A Nescafé® Artesano tasting stand was placed in the baggage area inviting people to try our 100% Colombian origin coffee.

This way, Nescafé® Artesano earned a space in the passports and hearts of everyone who visited the country during October 1st, filling their social networks with positive messages and pride around the experience.

With Coffee Stamp, NESCAFÉ® Artesano started a conversation around National Pride, even the president of Colombia, Ivan Duque, talked about the activation in his own social media accounts. We were able to give more than 30,000 passengers a positive impression of our country. There was even a 6% increase in sales in October 2019 vs. the previous month. In addition, October was the peak in sales for 2019.

Considering the short duration of the activity, in just one day we were able to obtain a return in freepress almost 15 times the defined media investment for this activity. (Media Inv.: 5500 USD / Freepress: 85,000 USD)

But the most important was that we were able to fill Colombians’ hearts and social media profiles with pride generating:

- 1.6 million impressions

- 100,000 views on Youtube

- 98% feeling of national pride