Nescafé Singapore has launched an inaugural nationwide campaign called 'Creating Friendships' in lieu of "Good Neighbour Day".
The real life social experiment aims to bring across the importance of neighbourliness as a building block for strong community bonds, throwing back to the Singaporean kampong spirit. This is also in line to mark Singapore's 50th anniversary next year.
In the Nescafé TVC, Ben, a new neighbour in a mature housing estate, tries to get to know his neighbours better. Ben does this by going door-to-door offering a cup of coffee to the residents at his estate.
The campaign will also see Nescafé working with various Residents Committees (RC) to organise 'Know Your Neighbours' parties from November to December. It will be done with the aim of encouraging neighbours to mingle over a cup of Nescafé.
Meanwhile, the brand is also pushing the experiment online, encouraging Singaporean from all walks of life to start and share their ‘You’re your Neighbour’ experiences, be it on their blogs, Facebook and Instagram. To tie in with this initiative, it will be also offering a limited edition mug with every $10 worth of Nescafé products purchased.
Chow Phee Chat, communications director of Nestlé Singapore said that the campaign was launched as insights showed that neighbours today don not know each other as well as before.
"The Nescafé brand promise is about making connections and helping you make the most out of life’s opportunities. It was a natural decision for us to create and launch this campaign, to bring forth the message of ‘Creating Friendships’," said Chow.
Heng Peng Kwang, marketing director, Nestlé Singapore, said: “With our strong heritage, superior expertise and proprietary technology, Nescafé has been providing consumers aromatic, great tasting coffee with its distinctive quality [...]The ‘Creating Friendship’ campaign makes Nescafé time great moments to savour and cherish."
Take a look at the campaign below:
Creative Agency: GOVT Singapore
Production Agency: TheMomentum
PR Agency: Asia PR Werkz
Media Agency: MindShare
Social Agency: Vocanic