Grassroots Movement - Coffee is not just black
When NESCAFÉ® Dolce Gusto® asked us to build coffee consumers of the future, our strategy (following research) was to integrate the brand into the daily routine of University students.
Targeting 50% of Australian Universities with an on-campus grassroots movement, we engaged with university students on their terms, while introducing them to NESCAFE Dolce Gusto®. The campaign involved recruiting 40 student ambassadors – ‘the cool kids on campus’ - to network with their peers to make drinking coffee with NESCAFÉ® Dolce Gusto® part of their daily routine.
That's some serious coffee drinking
The campaign was a huge success, driving a total consumption of around 14,866 NESCAFÉ® Dolce Gusto® capsules and reaching over 43,191 students via Social Media.
channelzero brought this all to life through a suite of custom-designed collateral, including unique capsule dispensers, branded coffee cups, notepads, door hangers, post-it notes, event collateral and dedicated Facebook pages.
The campaign drove a total consumption of 14,866 Dolce Gusto capsules and reaching 43,191 students via social media within 10 weeks.
"channelzero delivered to us a clever and strategically driven way to introduce NESCAFÉ® Dolce Gusto® into the life of university students. Brand awareness and consumption went through the roof – we could not have hoped for a better result."
Bryan Win, Brand Manager NESCAFÉ® Dolce Gusto®