|Entrant||LOWE VIETNAM Ho Chi Minh City, VIETNAM|
|Type of Entry||Integrated Campaign |
|Category||Digitally Led Integrated Campaign|
|Product/Service||NESCAFE 3IN1 |
|Entrant Company:||LOWE VIETNAM Ho Chi Minh City, VIETNAM|
|Advertising/Web Design Agency:||LOWE VIETNAM Ho Chi Minh City, VIETNAM|
||Executive Creative Director
|Hoang Minh Tran
|Anne Marie Rodriguez
||Head of Planning Services
|Siddharth Malhotra, Thao Tran
Vietnam is a country with a strong coffee culture. And Nescafe 3in1 was a market leader, but people loved local brands more.
The brief was to turn Nescafe from ‘most sold’ to ‘most loved’.
The only way to solve this was to create a strong ‘Vietnamese connect’ with the youth without losing our international stature. Almost like getting Nescafe 3-in-1 a Vietnamese passport.
Coffee has always been a social lubricant that creates great conversations, and this was indeed true in Vietnam.
We decided to become the coffee that enables 'intensely Vietnamese conversations'. Our entire campaign was centered around 1 digital platform.