Targeting young people can be very tricky. Especially if you’re a coffee brand. That is why Nescafe launched Nes, a new range of sweeter products specifically desig¬ned to suit their taste. But now that they’d changed coffee, how could they get it on their target’s radar?
The challenge was to find the idea that would get Nes edgy enough to spark discussion, buzz around the brand and ultimately, change young consumers’ vision on coffee.
We created “THE SOUND MACHINE”, a revolutionary vending machine that serves free coffee to anyone… as long as they are young enough. To establish this age discrimination, we chose to define youth on an infallible criteria : the hearing. Installed in a train station, “THE SOUND MACHINE” streamed a sound sequence over 17khz, the threshold that people over 30 cannot hear.
So, instead of just telling young people that Nes was made for their generation, we chose to do the opposite: telling the older audiences that Nes was not for them.
By discriminating old people to hear correctly “THE SOUND MACHINE”, we gave young people the proud feeling to succeed where the others have failed. Lots of excitement and controversy have circulated around the machine, with hundred of people challenging their youth on “THE SOUND MACHINE”. Videos posted on YouTube were picked up by dozens influent blogs. More than 4.000 tweets and 15.000 Facebook posts in the first week leading to heated debates on social medias platforms and allowed “THE SOUND MACHINE” to make a grand entrance in the top 5 of trending topics, making Nes the number one hot beverage for the 18-25 years old.
Muriel Lienau, Nicolas Deluce
Creative Directors : Jeremie Bottiau, Loïck Clermonte
Copywriters : Damien Calla, Ludovic Marrocco
Art directors : Hélène Boutanos, Christophe Decouland
Account managers : Chloé Beillacou, Mélanie Ageneau
Production manager : Julien Dassonval
Technical Project Manager: Stéphane Nauroy
Research and development managers : Wen LI, Laurent Berthelot
PR Manager : Emilie Seid
PUBLICIS CONSEIL :
Account managers : Céline Colin, Sophie Duverne
PRODUCTION FILM :
TV Production : MILK
Director : Brice de la Corte
Media plan : Zenith Optimédia