CONVERSATION
| Client | NESTLÉ |
| Product | NESCAFE 3IN1 |
| Entrant | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
| Type of Entry | Integrated Campaign |
| Category | Digitally Led Integrated Campaign |
| Title | CONVERSATION |
| Product/Service | NESCAFE 3IN1 |
| Entrant Company: | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
| Advertising/Web Design Agency: | LOWE VIETNAM Ho Chi Minh City, VIETNAM |
| Credits |
| Bob Cohen |
Lowe Vietnam |
Executive Creative Director |
| Chiminh Deleo |
Lowe Vietnam |
Copywriter |
| Hoang Minh Tran |
Lowe Vietnam |
Art Director |
| Anne Marie Rodriguez |
Lowe Vietnam |
Agency Producer |
| Indraneel Guha |
Lowe Vietnam |
Head of Planning Services |
| Siddharth Malhotra, Thao Tran |
Lowe Vietnam |
Account Manager |
| Duy Ngo |
Lowe Vietnam |
Account Executive |
Brief Explanation
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.
