ASIA-PACIFIC – BEIJING, CHINA, DECEMBER 2011: Nescafe and OgilvyOne Beijing have teamed up to launch “Live Out Your Boldness,” Nescafe’s largest digital campaign in mainland China to date. OgilvyOne designed the full-scale social media program and campaign website, and will also manage key social media channels to strategically engage China’s young adults.
The multi-part campaign is rolling out in several phases. In the first phase, Chinese blogger, best-selling author, professional race car driver and Nescafe spokesperson Han Han ignited the “Live Out Your Boldness” conversation through a video release online.
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Four more stories were told digitally, of individuals who have each chosen to take control of their lives by living boldly beyond social norms. The roster includes well-known blogger and photographer Chu Peng; Chang Jing, a guzheng player (a traditional Chinese instrument), indie music guardian Michael Pattis; and social activist Xu Can.
In phase two of the campaign, consumers were invited to take up the 100-day “Boldness Challenge,” in which two challenges per week will be posted online via the Sina campaign site and Sina Weibo. Participants can post videos, share self-made songs and blog in the Bold Diaries about completing their acts of boldness, such as sharing the bold stories of inspirational figures around them or dancing in their classrooms or workplace to bring joy to others.
Adrian Ho, Head of Nestle’s Coffee and Beverages Business Unit, said, “We believe China’s young people need to live the true lives that they desire by unlocking their hidden boldness. We hope this ‘Live Out Your Boldness’ community will give them a sense of belonging and help them to feel part of a bigger social movement.”
Angel Chen, President of OgilvyOne, China, said, “‘Live Out Your Boldness” is a distinct and new attitude for the Nescafe brand so we needed a fresh approach to reach and engage a younger generation of coffee drinkers who are living their lives online. We’re excited to watch this campaign grow through the strong community of social media users in China.”
The “Live Out Your Boldness” digital campaign is ongoing through March 2012. At the end of the campaign, NESCAFE will sponsor a Café Bold experience center where coffee drinkers can gather to exchange ideas and continue their bold self-expression.
The “Live Out Your Boldness” movement is online on Sina Weibo.
Project title: NESCAFE “Live Out Your Boldness” Digital Campaign
Creative Agency: OgilvyOne Beijing
Executive Creative Director: Doug Schiff
Account Lead: Lily Tung, Connie Ho
Creative Director: Darren Crawforth
Art Director: Shumei Tay
Copywriter: Bozhan Zhang
Agency Producer: Jassica Yuan
Media agency: Mindshare