THE SOUND MACHINE by Marcel Paris for Nescafe

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THE SOUND MACHINE

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Industry Coffee, Tea, Breakfast Drinks
Media Print, Magazine & Newspaper
Market France
Agency Marcel Paris
Executive Creative Director Emmanuel Lalleve, Florent Imbert
Creative Director Jeremie Bottiau, Loïck Clermonté
Art Director Ludovic Marrocco
Copywriter Damien Calla
Account Supervisor Chloé Beillacou
Strategic Planner Nicolas Levy
Released December 2012

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: NES
Product/Service: COFFEE
Agency: MARCEL
Executive Creative Director: Florent Imbert (Marcel)
Executive Creative Director: Emmanuel Lalleve (Marcel)
Creative Director: Jeremie Bottiau (Marcel)
Creative Director: Loïck Clermonté (Marcel)
Copywriter: Damien Calla (Marcel)
Art Director: Ludovic Marrocco (Marcel)
Web Design: Hélène Boutanos (Marcel)
Web Design: Christophe Decouland (Marcel)
Account Supervisor: Chloé Beillacou (Marcel)
Strategic Planner: Nicolas Lévy (Marcel)
Account Manager: Mélanie Ageneau (Marcel)
Technical Supervisor: Stéphane Nauroy (Marcel)
Head Of R&D: Wen Li/Laurent Berthelot (Marcel)
Advertiser's Supervisor: Maxime Giroud/Aurélie Martin (Nestlé)
Production Company: Milk (Milk)
Media placement: Temporary Event - Gare Du Nord (Paris) - 12/04/2012

Describe the objective of the promotion.
Young consumers are difficult to attract to the coffee market. Since 2008, it has lost 390,000 of them.
The key factors are:
-No brands are targeting young consumers.
-They have specific taste references.
-For them drinking coffee means entering into adulthood.
That’s why Nescafé created Nes, a specifically designed range of beverages with a sweeter taste. The goal was to get them reconsider coffee, ultimately making Nes their new morning cup. We came up with an idea that would get Nes under their radar and be edgy enough to spark discussion and buzz around the brand.

Describe how the promotion developed from concept to implementation.
Instead of just telling young people that Nes was made for their generation, we chose to do the opposite: tell the older audiences that Nes was not for them in such a way that young people would come to hear about it: the Nes Sound Machine was born.
A revolutionary machine installed in a train station that streams a sound sequence over 17khz, the threshold that people over 30 cannot hear. A machine that serves you free coffee…only if you’re young enough.

Explain why the method of promotion was most relevant to the product or service.
To get young people’s attention and prove that Nes was specifically made for them, we chose the most relevant way of speaking to them. Something they have that the adults lost: their incredible hearing.
Nes was talking to the young, using a young frequency streamed by a machine specially designed to attract them.
By discriminating against older people with the Sound Machine, we gave young people the proud feeling of succeeding where others have failed.
And by doing that, Nes would appear to be the perfect reward for their incredible skills.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Lots of excitement and controversy circulated around the machine. Hundred of people gathered and challenged their youth on The Sound Machine.
Videos were posted on YouTube and picked up by over 70 blogs.
More than 4,000 tweets and 15,000 Facebook posts in the first week.
Heated debates on social media platforms allowed Sound Machine to make a grand entrance in the top 5 trending topics.
The buzz spread into press and magazines with a significant impact on sales as consequence.

In 1 week, sales increased by 7.5% in stores nationally making Nes, the No.1 hot beverage for 18-25 year-olds.