THE ASK

Create an immersive experience that would spark curiosity, drive trial and build awareness for Nescafe’s brand-new Iced Coffee range. The challenge was to grab the attention of, and meaningfully engage with busy shoppers, commuters, and festival-goers.

THE RESPONSE

Over a four-week period, Backup delivered a high-impact national sampling campaign across 17 high-footfall locations including major shopping centres, bustling train stations, and Merrion Square during Pride Weekend.

Backup created the end-to-end sampling experience. From initial conception, to the eye-catching stand design and build, to recruiting and training expert brand ambassadors, to content amplification through social media.

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THE RESULT

The activation brought Nescafé iced coffee directly to consumers in the right place at the right time. 22,000 samples were delivered across the 4 weeks, sparking trial and conversation nationwide. The campaign not only drove mass awareness but also positioned Nescafé Iced Coffee as the go-to refreshment choice for people on the move.