NESCAFÉ Red Cup Machine 比賽結束

Entice young coffee lovers to bring café style coffee home!

開始 2015年5月25日 結束 2015年6月14日 23:59 UTC 審議 結果 2015年8月
2015年6月14日 23:59 UTC


Coffee. You love it. It’s hip and trendy and it’s what you drink when you’re catching up with friends in a café. But what about mornings when you tumble out of bed and special “me-time” moments at home?

Instead of needing to go out for a coffee all the time, NESCAFÉ Red Cup Machine brings the café style coffee experience that’s part of your lifestyle to your home through a personalized cup of your favorite coffee. How about a cappuccino to start the day? Or a latte while enjoying a cozy day indoors?

NESCAFÉ Red Cup Machine is great value and really simple to use. In under a minute, you can enjoy a cup of coffee just the way you like it by scooping NESCAFÉ Red Cup (pure soluble coffee) and Coffee-mate (coffee creamer) into the machine. Just imagine that coffee crema and the froth!

NESCAFÉ Red Cup Machine wants to talk to young coffee lovers aged 22-28 years who are creative and sociable, yet discerning and practical. They love coffee from a café but still want to treat themselves when they’re at home. Help convince these young coffee lovers that NESCAFÉ Red Cup Machine is a delicious and fun treat to have at home in addition to their coffee shop café experiences.


Entice young coffee lovers in a playful and unexpected way to buy the NESCAFÉ Red Cup Machine for their home with an original activity idea (online, in-store, or cross-channel promotional activity).

NESCAFÉ needs your original, optimistic, and playful ideas. We would like you to suggest ideas that can take place online, or in public places such as on the street, in shopping malls, public transport…

It would be great if your offline ideas could connect with your online ideas but this isn’t mandatory.

Please answer the following questions:

  1. What is your online, in-store, or cross-channel promotional activity?
  2. How would it work? Please describe the ideas and activities in detail.
  3. Why does this idea or activity resonate with the young coffee lover?

Be creative with your ideas of what NESCAFÉ Red Cup Machine can bring to young coffee lovers!



An example of a good cross-channel idea might be NESCAFÉ Red Cup Machine booths serving coffee at shopping malls and in-store, with NESCAFÉ’s selected music playing, and if you buy a NESCAFÉ Red Cup Machine, you get a three month paid subscription to an online music streaming service to enjoy your coffee with specially selected coffee chill out playlists from NESCAFÉ.

An example of a bad idea would be a free 6-month supply of NESCAFÉ Red Cup (pure soluble coffee) with every NESCAFÉ Red Cup Machine purchased because every brand is already doing this.



  • #1 獎金 € 3,000
  • #2 獎金 € 2,000
  • #3 獎金 € 1,500
  • #4 獎金 € 500


Presentation with text and visuals (maximum 5 pages PDF)


We are looking for ideas that are creative and compelling, and something that NESCAFÉ can implement in-store and online, ideas that will make young coffee lovers want to go out and buy the NESCAFÉ Red Cup Machine now.



  • Please submit entries in English.
  • Brand colors are predominantly black, red and white.
  • Please download NESCAFÉ brand assets here.
  • NESCAFÉ Red Cup Machine is about creative café style moments at home. You can refer to the videos here and here.
  • Your ideas and activities must fit the NESCAFÉ brand personality, which is about being optimistic, unexpected, and playful.
  • Please do not suggest ideas that are overly sexual, dangerous, or linked to religion, politics or any monarchy.


  • 不要在作品中展現任何個人細節(姓名、聯系電話、郵件地址等等)
  • 請保留一份高質量或高清版本的參賽作品,以供在獲獎後使用。
  • 你提交的作品必須是你自己的創作,才具有參賽資格。
  • 你必須取得所有參與媒體創作的作者與演員,每個人的書面許可。
  • 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容),請在你的媒體描述說明中註明,不管你所使用到的音樂和/或圖片是否為自己創作,請提供授權連結證明你有這些內容的使用權利。
  • eYeka愛可網將可能要求你提供書面證明或書面文件的複件,以確保eYeka愛可網和品牌客戶能根據比賽規則獲得使用這些作品的授權。
  • 不符合上述規定的作品將不具備參賽資格。