NESCAFE BLEND BREW Interactive Art Station at MRT Wat Mangkon Scoops Seven Adman Awards, Recognizing its Tremendous Success as the Hottest Photo Landmark of The Year

Event Calendar Press Releases Thursday November 7, 2019 17:26
Bangkok--7 Nov--ABM

Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, Nestle (Thai) Ltd., led the NESCAFÉ BLEND & BREW brand team, along with executives from three agency partners including Rosalind Lee-Meyer – Managing Director, Publicis (Thailand) Ltd.; Pachara Singhaphan, Business Associate Director, IPG Mediabrands Thrive; and Ksama Thongpitak, Communications Director, ABM Connect Co., Ltd., received seven Adman Awards 2019 from the Advertising Association of Thailand (AAT) in recognition of the success of the NESCAFÉ BLEND & BREW Interactive Art Station at MRT Wat Mangkon campaign. NESCAFÉ BLEND & BREW transformed Wat Mangkon into Thailand's first interactive art station enhanced by AR technology, making it this year's most-shared landmark on social media. The Adman Awards and Symposium 2019 event recently took place at Samyan Midtown.

The hottest social media trend in Thailand this year is taking a selfie at the NESCAFÉ BLEND & BREW Interactive Art Station at MRT Wat Mangkon. Millions of individuals, friends, and families have posted photos and videos of themselves on social media enjoying the stunning Chinese-themed illustrations located throughout the station, along with an augmented reality (AR) experience that puts them right in the middle of the artwork.

The NESCAFÉ BLEND & BREW Interactive Art Station at MRT Wat Mangkon has not only created a phenomenon on Thai social media. The unique campaign—the first of its kind in Thailand—has also just won seven Adman Awards from the Advertising Association of Thailand (AAT). NESCAFÉ BLEND & BREW took home two Gold awards – one in the Public Relations Plan Category for Corporate Image/Communication & Public Management, and one in the Media Category for Use of Outdoor/Ambient Media/Events/Stunts. The campaign also received two Silver awards – one in the Design Category for Ambient/Installation/Exhibition; and one in the Print & Out-of-Home Craft Category for Installation/Special Built/Ambient/Experience Design. There were three Bronze awards – one in the Digital Category for Spatial Tech; one in the Out-of-Home Category for Non-Traditional Posters/Non-Traditional Billboards & Transit (Set of Execution); and one in the Out-of-Home Category for Interactive Experiences (Set of Execution).

Judges at the awards were impressed with the creative way the campaign tells an engaging story about coffee, featuring the signature NESCAFÉ Red Mug which is integrated into gorgeous illustrations by talented Thai artist Phannapast "Yoon" Taychamaythakool that celebrate the traditional Chinese culture of Bangkok's Yaowarat district.

Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, Nestle (Thai) Ltd., said, "We appreciate that the Advertising Association of Thailand has recognized this innovative campaign which brings together NESCAFÉ BLEND & BREW, Chinese culture, and advanced technology. The immense popularity of the NESCAFÉ BLEND & BREW Interactive Art Station at Wat Mangkon has strengthened the brand's position as the leader in the Thai coffee mix market by making NESCAFÉ a social media phenomenon. NESCAFÉ has been Thailand's most popular coffee brand for over 46 years, so we are delighted to now have Bangkok's most popular destination for Thais seeking an interactive art experience to share on social media."

Over three million people have passed through the NESCAFÉ BLEND & BREW Interactive Art Station at Wat Mangkon since its launch on August 8 with the opening of the MRT Blue Line extension. The large-scale Chinese illustrations located throughout the station, combined with dozens of entertaining AR activations featuring the famous NESCAFÉ Red Cup, have made the campaign the hottest trend on social media platforms in Thailand this year. Other indicators of the campaign's success include over a million visitors to Wat Mangkon Station each month, the highest number among newly-opened MRT stations this year; over 1.5 million people interacting with the AR activations in just three months, as well as more than two million posts of pictures and videos of the NESCAFÉ BLEND & BREW Interactive Art Station on social media since the campaign's launch.

The NESCAFÉ BLEND & BREW Interactive Art Station at Wat Mangkon represents a perfect bond where coffee culture meets contemporary Chinese art, transforming the station into "The Land of Irresistible Aroma" through AR technology. The interactive Chinese art tells the story of how NESCAFÉ and Wat Mangkon both connect people together. It begins with many kinds of creatures bringing NESCAFÉ BLEND & BREW Arabica and Robusta coffee beans together, which are then roasted by a fire-breathing dragon. The result is the irresistible aroma and great taste of coffee that brings back memories of the sapha kafe, a center for coffee that encouraged friendship and bonding. Visitors to the NESCAFÉ BLEND & BREW Interactive Art Station at Wat Mangkon can experience the interactive Chinese art by using the Recall augmented reality app on their smartphones.

Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, Nestle (Thai) Ltd. and Pachara Singhaphan, Business Associated Director, IPG Mediabrands Thrive, along with members of the NESCAFÉ BLEND & BREW brand team jointly receive an Adman Award 2019 Gold award in the Media Category for Use of Outdoor/Ambient Media/Events/Stunts.

Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, Nestle (Thai) Ltd. and executives from Publicis jointly receive two silver and three bronze Adman Award 2019 awards.
Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, Nestle (Thai) Ltd. at the Adman Awards 2019 event.
Link: https://youtu.be/dq2eTiZbGcM

Nestle is the world's largest food and beverage company. It is present in 190 countries around the world, and its 308,000 employees are committed to Nestle's purpose of enhancing quality of life and contributing to a healthier future. Nestle offers a wide portfolio of products and services for people and their pets throughout their lives. Its more than 2,000 brands range from global icons like NESCAFÉ or NESPRESSO to local favourites like BEAR BRAND or MINERÉ. Company performance is driven by its Nutrition, Health and Wellness strategy. Nestle is based in the Swiss town of Vevey where it was founded more than 150 years ago.

Products under the NESCAFÉ brand are distributed by Nestle (Thai) Ltd., which is a company that is 100%owned by Nestle S.A.in Switzerland.The NESCAFÉ product portfolio includes NESCAFÉ RED CUP, NESCAFÉ BLEND & BREW, NESCAFÉ AMERICANO, NESCAFÉ GOLD, NESCAFÉ Can Ready-to-Drink, NESCAFÉ PROTECT PROSLIM, and NESCAFÉ DOLCE GUSTO.


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