Start Your Ideal Lifestyle
With the right platforms and right brands we were able to inspire consumers to redefine their ideal lifestyle.
NDG has faced big challenges in the Chinese market, with competition from multi-national players like Starbucks and Nespresso, as well prominent local brands like Onecup heating up. It was becoming more and more difficult to catch consumers ‘attention and pull them into the brand.
We started with the strategic partnership with Tmall, the leading Chinese e-commerce giant. The same vision and creative concept enabled us to be a crucial part of Tmall’s brand campaign “Ideal Life Club” easily.
Nescafe: Idea Life Inspired by Coffee
Through substantial media promotion on Tmall’s own apps, an attractive carnival experience and celebrity live streaming on social media, we successfully introduced the concept of “Ideal Life”, making it one of the most popular lifestyles in China.
Then we rolled out a pop-up coffee shop, the “Play Café” to create a trendy, fun and immersive experience. We also collaborated with world champion baristas and social influencers to create new recipes, special drinks, and share testimonials on social media. Thus, we inspired coffee lovers to unlock the unlimited possibilities of our coffee, while enjoying an ultra-customized experience.
To take our campaign to the next level, we established crossovers with 6 world-renowned brands, to create a comprehensive “Ideal Life” ecosystem. We promoted reading over coffee with Kindle on social media, co-developed a coffee machine with Swarovski, collected Inca coffee stories with Promperu and customized a luxury home experience with premium furniture brand Zaozuo.