Nescafe is virtually unknown amongst the younger, non-coffee drinking population. With Singapore hosting the world’s first F1 night race, Nescafe wanted to leverage its global sponsorship of Lewis Hamilton to address this issue. But with numerous brands also using F1 to target the youth, we needed a cut-through engagement platform.

The campaign strategy was to create a racing game with a difference. We sought to marry the Lewis Hamilton brand with the spirit of F1; capitalising on this to maximise Nescafe brand interaction.

Catchlewis.com was an exhilarating racing game that used the web as race-course. Making creative use of free-media sites such as Wikipedia, YouTube and Habbo Hotel, racers raced to complete 3 challenges in the shortest time possible. The campaign incorporated online and offline advertising; and was supported by prizes and incentives.

The campaign attracted 3000 registered racers from our desired target audience, all of whom completed the 3 laps and clocked in their times. In totality, the website attracted 40,000 unique visitors within two months. As a result, Nescafe saw an impressive 15% sales uplift during the campaign period.

CHECK OUT THE WEBSITE