Campaign details

Brand: Nescafé
Brand owner: Nestlé
Lead agency: Mindshare China
Contributing agency: the7stars
Country: China
Industries: Iced drinks
Media channels: Gaming & in-game advertising, Online video, Packaging & design, Social media
Budget: 1 - 3 million

Executive summary

Nescafé has lost its appeal among the youth because of new trendy drinks like bubble tea. Growth in the bottled coffee category has been 30% slower, and Nescafé needed to revitalise brand love by creating true innovation in youth culture.

Its audience, the post-90s generation, grew up alone without even any cousins given China's one child policy. In their solitude, they have been captivated by virtual idols –anime characters whose singing voices have been synthesised by computers. These virtual idols have amassed big followings online, and top among them is Luo Tianyi.