The ‘Win a Big Start for your friend’ campaign is giving consumers the chance to send a morning message of encouragement to their friends in a big way. The promotion is featured on pack and invites consumers to nominate their friends via a dedicated website.
The pilot film features Dave Ryan as the star, unknowing that he is being filmed on a normal day in his life. Two of his friends worked with Nescafé Original on the stunt because of his frequent misfortunes.
The team set up a series of ‘every-day occurences’ with actors that would bring him lucky encounters ahead of a football match he was playing on one Saturday morning. As ‘Unlucky Dave’ stepped out the front door of his house, he encountered a number of people who helped to give him his ‘Big Start’, including an elderly lady who thanked Dave for picking up her walking stick, and blonde female twins smiling at him as he walked passed.
While Dave passed a pile of £50 notes on the floor, he was chatted to by a postman who handed him a package - a pair of football boots - as well as a young boy on a bicycle wearing a red football shirt with his name on the back. The final touchpoint of the experience was a van with an LED screen on its side, which read: "Keep it simple, nothing silly."
Nescafé Original said it will also be giving consumers the chance to send messages of encouragement to their friends on ITV via breakfast TV show Good Morning Britain.
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