Solution
- Created the brand's first art campaign, themed on art collaboration, to mark the launch of NESCAFE Crema Latte
- Planned and staged an offline event that conveyed the campaign concept effectively
- Made the campaign launch a talking point through all-round online and offline publicity
- Created synergy by running digital and media PR programs in parallel before and after launch to build brand awareness
Results
- Through a distinctively conceived art campaign, built an image as a premium coffee brand that inspires consumers with a creative coffee experience
- Maximized press coverage and online interaction, driving talk of "Perfect Encounter" among core targets and raising NESCAFE Crema Latte awareness
- Strengthened brand loyalty among the influencers invited to the launch — bloggers and magazine journalists — through a successful event
- Earned high project satisfaction from the client's internal stakeholders with a strategy that fully reflected their needs while minimizing the complications those needs created
