Vietnamese coffee culture centers around just two variants: black or milk coffee.
How can we present NESCAFÉ's diverse lineup to Gen Z that triggers their curiosity to try?
How can we present NESCAFÉ's diverse lineup to Gen Z that triggers their curiosity to try?
INTRODUCING: TARÓT COFFEE
which also means “We pour coffee” in Vietnamese.
which also means “We pour coffee” in Vietnamese.
Capitalizing on the trend of young Vietnamese seeking life advice through Tarot, NESCAFÉ launches Vietnam's first branded Tarot platform, revealing insights into your love, family, friendships, and career, all tied to your coffee preferences.
16 Tarót coffee cards, each named in Gen Z language, blend personality traits with coffee recipes.
USER EXPERIENCE
02 playful videos spark the curiosity of viewers, enticing them to visit the microsite.
Launch Video
"PLAY TO WIN" AD
O2O EXPERIENCE
After reading the card, online users are directed to e-commerce to receive purchase vouchers. Also, customers can visit Nescafé booths at shopping malls to play the game and win special gift boxes.
After reading the card, online users are directed to e-commerce to receive purchase vouchers. Also, customers can visit Nescafé booths at shopping malls to play the game and win special gift boxes.
RESULTS
AWARD
MOBILE MARKETING AWARDS (MMA) VIETNAM 2022
GOLD - O2O / New Retail / Innovative Sales Channels
SILVER - Customer Experience
BRONZE - Personalization
MOBILE MARKETING AWARDS (MMA) VIETNAM 2022
GOLD - O2O / New Retail / Innovative Sales Channels
SILVER - Customer Experience
BRONZE - Personalization
MOBILE MARKETING AWARDS (MMA) 2022 IN MIAMI
BRONZE - Customer Experience
BRONZE - Customer Experience
CREDIT
Client: Nescafé Vietnam
Agency: Publicis Vietnam
Creative Director: BaoNguyen Nguyen
Art Group Head: Phong Tran
Copy Group Head: Hoang Ho
Art Director: Trung Pham
Copywriter: Ha Anh Dinh & Quang Pham
Account: KimNgan Nguyen, Vi Lam & Thu Bui
Planning: Thanh Thao Vu
Production House: Wrap Party
Film Director: Chris Vu
Illustration: BT Studio
Client: Nescafé Vietnam
Agency: Publicis Vietnam
Creative Director: BaoNguyen Nguyen
Art Group Head: Phong Tran
Copy Group Head: Hoang Ho
Art Director: Trung Pham
Copywriter: Ha Anh Dinh & Quang Pham
Account: KimNgan Nguyen, Vi Lam & Thu Bui
Planning: Thanh Thao Vu
Production House: Wrap Party
Film Director: Chris Vu
Illustration: BT Studio
