Nescafé attempts to restore kampong spirit in Singapore with ‘Creating friendships’ campaign

Singaporean neighboursCoffee brand Nescafé is encouraging Singaporeans to be more neighbourly with a campaign that begins on Good Neighbour Day tomorrow.

Called ‘Creating friendships’, the campaigns targets people living in the older housing development estates in the city’s heartlands, and attempts to break the ice between neighbours by paying them a visit with a cup of coffee.

The campaign is led by a TV ad, created by independent agency GOVT, which is running on the brand’s Facebook page. In the ad, a character named Ben attempts to befriend his new neighbours with a cup of Nescafé.

Nescafé also aims to work with local residents’ committees to host ‘Know your Neighbours’ parties over this month and December, and is encouraging Singaporeans to share their experiences in social media in the hope that the Nescafé and will sit at the heart of local communities.

The Nestlé-owned brand claims this is the first time a brand in Singapore has attempted to “transcend a fictional experience in a TV commercial into a real-life social experiment.”

“Our insights show that today we don’t know our neighbours as well as before. What was once a closely knitted community has become very fragmented, with each person and family member busy with their own lives,” said Chow Phee Chat, communications director of Nestlé Singapore.

“The Nescafé brand promise is about making connections and helping you make the most out of life’s opportunities. It was a natural decision for us to create and launch this campaign, to bring forth the message of ‘Creating Friendships’. Through a cup of Nescafé, we hope to revive the same neighbourly spirit and as an enabler, to bring together fellow Singaporeans, especially since 2015 is Singapore’s 50th birthday. It will be a great start to a celebratory year of creating friendships and building connections,” Chow said.

Campaign credits:

Ad agency: GOVT
Production House: Momentum Production
Social media agency: Vocanic
Media agency: Mindshare
PR agency: Asia PR Werkz


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing