Doesn't Sell Coffee|短视频|广告营销案例【ADGuider广告指南】

不卖咖啡

案例简介：希望一切顺利!我想你可能对创意机构 WorkInProgress (WIP) 为雀巢 Sweet & Creamy 推出的新作品感兴趣。对于 “在家” 品牌 nescaf Sweet & Creamy，WIP 创造了一种新的咖啡店体验，没有错过所有来自拜访的交易活动 -- 排长队、昂贵的账单, 搞砸了订单，等等。在他们重塑品牌的过程中, WIP 让雀巢咖啡屋栩栩如生 -- 一家专为雀巢咖啡饮用者设计的弹出式咖啡店，开门的钥匙是雀巢甜奶油香包。要进入独家咖啡店，消费者在 iPad 上扫描雀巢咖啡甜奶油香囊，并收到密码打开门。WIP 的概念为消费者提供了他们从咖啡店想要的一切，比如美味的咖啡、快速的 WiFi 、大量的商店和舒适的座位，但没有线路、复杂的菜单、昂贵的饮料, 或者咖啡师。咖啡实际上是由雀巢咖啡消费者根据需求制作的 -- 他们自己的甜奶油香包和 12 个热水水龙头位于现场。对于那些喜欢看到自己的名字在咖啡杯上拼错的人来说，有 50 种不同的定制杯子，其特征是普通名字的拼错版本。 Nescaf é 咖啡屋今天在多伦多时尚的皇后街开放，将持续到 6月28日。鼓励消费者使用 # nescafeca 和 # taproom 标签来社交他们的体验。这标志着自他们开始与 nescaf Sweet & Creamy 合作以来，WIP 的第一件作品, 这与该机构的 “行动第一的方法” 是一致的，即首先创造消费者体验，然后用传统广告来跟踪消费者体验。正如你可能知道的，在 WIP 的团队在克里斯平 · 波特 + 博古斯基的时候改变了多米诺的比萨，创造了比萨周转运动，戛纳钛大奖赛获奖的表情符号订购创新, 还有更多。 WIP 将通过付费数字媒体购买支持的各种在线视频来扩大雀巢咖啡的餐厅体验。该机构还与多伦多的各种影响者合作，创建支持发布的内容，他们甚至创建了一个只能在网站上访问的 Snapchat 地理过滤器。您可以在这里查看第一个数字视频: https://youtu.be/nUfzv-V81p0 其中吹捧的酒吧是 “免费的所有咖啡师，被命名为弗雷德里科，并有人包子。”

不卖咖啡

案例简介：Hope everything’s going well! I thought you might be interested in new work coming out of creative agency WorkInProgress (WIP) for NESCAFÉ Sweet & Creamy. For the ‘at home’ brand NESCAFÉ Sweet & Creamy, WIP created a new coffee shop experience without out all of the transactional activity that comes from visiting one – the long lines, expensive bills, messed up orders, and more. In their reinvention of the brand, WIP brought to life the NESCAFÉ Coffee Taproom – a pop-up coffee shop created specifically for NESCAFÉ coffee drinkers where the key to open the door is a Nescafé Sweet & Creamy sachet. To enter the exclusive coffee shop, consumers scan a NESCAFÉ Sweet & Creamy sachet on an iPad and receive a secret code to unlock the doors. WIP’s concept offers consumers everything they want from a coffee shop like delicious coffee, fast WiFi, plenty of outlets and comfortable places to sit but without the lines, complicated menus, expensive drinks, or baristas. Cups of coffee are actually made on demand by NESCAFÉ consumers – with their own Sweet & Creamy sachets and the 12 hot water taps located on-site. And for those that enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups that feature misspelled versions of common names. The NESCAFÉ Coffee Taproom is today open on Toronto’s trendy Queen Street and will live on through June 28th. Consumers are encouraged to socialize their experience using the hashtags #nescafeca and #taproom. This marks the first piece of work to come out of WIP since they started working with NESCAFÉ Sweet & Creamy, and is in line with the agency’s “action-first based approach” of creating consumer experiences first and following it with traditional advertising. As you may know, the team at WIP transformed Domino’s Pizza while they were at Crispin Porter + Bogusky, creating the Pizza Turnaround Campaign, the Cannes Titanium Grand Prix-winning Emoji Ordering innovation, and much more. WIP will be amplifying the NESCAFÉ Coffee Taproom experience with a variety of online videos that will be supported by a paid digital media buy. The agency is also working with a variety of Toronto based influencers to create content to support the launch and they even created a Snapchat Geo-Filter that can only be accessed on site. You can view the first digital video here: https://youtu.be/nUfzv-V81p0 which touts that the Taproom is “free of all baristas that are named Frederico and have man buns.”