Nescafe launches digital rally

NESCAFE   OGILVYONE   DIGITAL

Beijing - Nescafe has launched its largest digital campaign in China, calling on Chinese adults to boldly live their lives and share the experience online. 

Working with OgilvyOne Beijing, Nescafe has launched a campaign titled "Live Out Your Boldness" to get its audience out there to live out their lives and share their stories with others who are doing the same.

The campaign kicked off with Nescafe ambassador Han Han, a blogger, professional race car driver, best selling author and whose blog has had more than 510 million visits to share his story in a video.

Other celebrities asked to share their story includes blogger and photographer Chu Peng, musicians Chang Jing and Michael Pattis and social activist Xu Can. 

The second phase of the campaign calls for consumers to take part in its "Boldness Challenge". Every week through until March 2012, two challenges will be posted on its campaign site and Sina Weibo.

Participants are encouraged to share posts such as videos, songs and blogs of people around them or even themselves that are living their life beyond the norm. 

Angel Chen, president of OgilvyOne China, said the campaign is a new attitude for the Nescafe brand.

"We needed a fresh approach to reach and engage a younger generation of coffee drinkers who are living their lives online."

In order to also have an offline presence and promote the coffee culture, Nescafe will sponsor a Cafe Bold experience center where coffee drinkers can gather to meet and exchange ideas.

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