Let yourself off the hook

Nescafé is prepared entirely without a machine - unplugged. "Get unplugged!" is also the motto of a new campaign for Switzerland's most popular soluble bean coffee. Nescafé wants to motivate people to step out of their hectic everyday lives every now and then to enjoy coffee breaks together. The challenge was to make the popular evergreen attractive to a young target group. "A challenge that could not be solved in the classical way," says CD Sacha Moser. Since digital natives are most likely to be addressed on the Internet, Publicis wanted to prove to the target group precisely there that the digital world can be even more exciting in analog form.

For this purpose, under the motto "Nescafé. Get unplugged! "the most successful apps were unplugged and made even more exciting - for an event that lured the target group away from Blackberry, iPhone and the like to live up to the unplugged promise. For the Unplugged Fruit Ninja app, for example, the world's most exciting ninja fighter was sought. At the casting in L. A., 70 candidates stepped in front of the camera to prove their skills as a fruit ninja. The public was then able to vote on the website Get-unplugged.ch The response exceeded all expectations: Within a few days, the number of likes on the Nescafé Facebook page doubled. This new community was invited to the "Apps unplugged" event, where they could see for themselves that apps unplugged are a lot more entertaining than online. The event in Zurich's Sihlcity was commented by ZSC commentator Walter Scheibli and at the same time used for the shooting of a web film, which once again illustrates that the digital world can arouse even more emotions when implemented in real life. (pan)

The webfilm on Nescafé Switzerland's Facebook page has so far been viewed over 200,000 times, the number of likes doubled within a week, and media coverage of the event reached over half a million people.