The global push features people from different countries at their breakfast tables starting the day with a cup of coffee to the soundtrack of ‘Don’t Worry’ by Madcon. Fans can view the film by picking up their smartphone and pointing it in any direction to go through the reel and view different clips.
The campaign, devised by Publicis Worldwide, was inspired by the social ‘Cup Song’ movement, which saw millennials share clips of themselves using only a cup as an instrument.
The creative is the latest in a line of mobile-first initiatives from Nescafe, which became the first global brand to move its entire website over to Tumblr earlier this year. The video is part of the marketer’s REDvolution identity, which ensures a unified, global look and feel across all products in the 180 countries where the coffee is sold.
Carsten Fredholm, senior vice-president of Nestlé’s beverage strategic business unit said the company is “continuously looking for new and exciting ways” to help 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,” he added.
This is the brand’s second foray into 360-degree film: last month it produced a virtual reality tour of its Brazilian coffee plantations in partnership with Google Cardboard.