Nominees Category: 2018

In order to celebrate International Coffee Day 2017, NESCAFÉ wanted to launch a pop-up café to build a meaningful brand image through providing consumers with an exceptional coffee experience.

We chose Beijing’s most popular fashion landmark, Taikoo Li Sanlitun, as the location for our café, giving the Sense Café a convenient and attractive location, and created the café based on the theme of “senses”, with five sense spaces designed by renowned architect Shuhei Aoyama. The famous barista Wei Hanye specially designed five brand-new coffees corresponding to the 5 senses, showing the abundance of possibilities with NESCAFÉ products. To ensure wider attention and increase online buzz about the Sense Café, we invited Li Yifeng, one of China’s most popular young actors, to act as honorary café manager, and over the only seven days the café was open, long queues of visitors stretched around the café.

Closely interconnecting online and offline communication, and carefully planning our communication approach and content, we built NESCAFÉ Sense Café into a phenomenal brand event.

 

On January 25 at Beijing’s 898 Innovation Space, Lincoln brought a new and distinct presence to the modern luxury landscape with the official launch of the All-New Lincoln Navigator, making available its modern elegant appearance, largest-in-class elegant interior, effortless driving experience and cutting-edge technologies to China’s discerning car buyers and Media. Spread over a 10,000 sqm venue, the experience started with a short press conference and product presentation that surprised the guests with special audio-visual effects and turned into an invitation to embark on an unexpected adventure. It continued with a unique quest on the trail of the All-New Navigator passing through three changing landscapes and décors where car features were fully embedded. Finally, all the guests got together again for the last experience in a luxurious environment where the car was finally fully revealed. The event was a truly immersive experience giving an opportunity to all the participants to create their own relationship with the All-New Lincoln Navigator and with the Lincoln brand. The novelty, surprise, and originality of the storytelling made this event stand out.

 

Adidas Republic Of Sports is an unprecedented, one-of-a-kind sports activation created to accomplish the mission of unifying all the sports units of adidas brand, to reinforce the brand leadership and desirability in China, as well as to promote the passion for sports. It aims to connect with all the ‘creators’ through the most creative, authentic, innovative and immersive brand experience. The 2017 Republic Of Sports kicked-off in Beijing in June 2017, moving on to Shanghai and followed by Chengdu and Guangzhou, totally for three months. Featuring its core product lines of sports performance – football, basketball, running, training, outdoor – adidas brought its most exciting programs to provide residents of these cities with a truly authentic sports experience, and to inspire visitors to enjoy summer sports to the fullest. The activation registered overall 174,447 visitors, 142.6M streaming views, and 15.873M Media impressions across the four main cities from June to August 2017.