Nestlé UK and Ireland
From today, fans of the world’s favourite coffee can start their morning by picking up their smartphones and viewing a specially-created 360-degree video.
The global campaign developed by Publicis, called ‘Good Morning World’, features real people at breakfast from different countries starting their day with a mug of NESCAFÉ and a rendition of Madcon’s ‘Don’t Worry (featuring Ray Dalton)’, performed using everyday items as instruments.
The performance is inspired by the ‘cup song’ meme, in which millennials create their own videos, using a cup as an instrument. People on Facebook will be able to view the film by picking up their smartphone and pointing it in any direction for a cool and immersive experience. It works directly within people’s Newsfeed in the Facebook app.
The 360-degree video will be launched worldwide, including: UK, US, France, Spain, Italy, Turkey, Greece, Romania, Poland, Nordics, Czech Republic, Benelux, Mexico, India, Egypt, Thailand, Japan and the Central and Western Africa Region, with more to follow.
Carsten Fredholm, Senior Vice President of Nestlé’s Beverage Strategic Business Unit said:
“We are continuously looking for new and exciting ways to help our mobile-loving fans start new connections. We know our target audience of young coffee lovers pick up their phone at the start of every day looking to be entertained by real experiences. The 360-degree video allows us to be engaging in an innovative way.”
This is the latest in a line of innovations for NESCAFÉ, which aims to attract younger consumers using a tech-focused mobile-first approach. Recently, NESCAFÉ became the first global brand to move its entire website over to the Tumblr platform, allowing coffee fans to create and share coffee-related content.
NESCAFÉ also has previous experience producing 360-degree video in a partnership with Google Cardboard.
The NESCAFÉ 360 app provides an immersive virtual reality tour of the coffee growing plantations of Brazil.