Why Nescafe’s “The Egyptian student’s coffee” campaign was a successful hit?

 Nescafe’s Egypt “Nescafe 3 in 1- The Egyptian student’s coffee” campaign has made a huge buzz. The campaign targeted the young audience (college students), it included four ad copies; the engineers who majored in quality assurance, the cinema institute students who majored in décor, the computer and information sciences students who majored in programming and the mass communication students who majored in PR and advertising.

This photo is taken by Aditya Aiyar from Pexels website 

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However, those students always find themselves misfits and not understood by the older generation because they chose uncommon specialization or major. The campaign highlighted the uncomfortable situations and awkward conversations these students have with their family members or acquaints regarding their career path and the resulted confusion between the two generations, which makes things harder than it already is. For example, in the mass communication student ad copy, it addresses the pre perceived notion that many people had that mass communication students will work only as TV presenter, not acknowledging the different majors in the faculty such as PR and advertising.

The question here became “How to deal with the society misjudgment?” and “How to face the consequences of being a misfit?”

Only at the end of the ad that the answer is offered, where the protagonist decides to drink Nescafé and keep his cool, a gesture to continue doing what you love no matter what other people think. Then Nescafé introduced three new flavours (hazelnut, chocolate and caramel) to suit those who pursued their dreams and challenged the norm. What I liked  the most about the campaign is that  the campaign’s idea was relatable as it showed real life situation that their target audience might experience in their daily life, the product was only mentioned at the end connecting the idea of being different to the different flavors, the ad duration was not long and the dialogue used real life humor.Most viral campaigns are built with the audience in mind not just promoting a product. If brands are able to come up with creative fun content that resonates with their audience and can stir up a conversation, then their campaigns are destined to go viral.