Nescafé's Instant Connections

The stunt was hugely successful and heated up connections to cause 33 high fives, 285 waves, 239 smiles and ‘countless’ conversations. With a video screen window on the device showing the person at the other ‘checkpoint’, the machine helped make strangers aware of each other and how they could positively affect another person’s morning just by working together. 

 

 

The video ends with the phrase ‘It all starts with a Nescafé’, pushing the idea that coffee has the power to connect people, as well as create ‘instant connections’ between strangers. 

 

 

This isn’t the first Nescafé campaign to get people all hot and bothered. We’ve previously written about the Nescafé pop-up Café – where the brand slotted two pop-up coffee mugs into morning papers so that people would be encouraged to share their morning ‘read’.

Experiential marketing is a great way to get people connected. Other good examples we’ve seen include an invisible vending machine from Coca-Cola which only made itself visible to couples, and the Duracell Moments of Warmth campaign, where overhead heaters were located at a chilly bus stop and they only turned on when people held hands to complete the circuit.

Joss Davidge is Director of the Unexpected at BEcause, the award-winning live brand experience agency, dedicated to enhancing Brand Love. He also runs free Masterclasses on multi-channel live brand experience.