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'<p>
作者:劉茜Ceci 整理 | 來源:媒介360</p>
<p>
面對陌生人打招呼,一般人都會置之不理,這可能源於人的防禦心理。如何讓兩個陌生人變得親近呢?最近雀巢用了一個街頭裝置向大家證明了,咖啡是有助於交友的。當這些人拿着兩杯雀巢咖啡出現的時候,陌生人之間的隔閡被打破了。</p>
<center>
<img alt="" src="/uploads/allimg/150624/1404355392-0.jpg" /></center>
<center>
<img alt="" src="/uploads/allimg/150624/14043533Q-1.jpg" /></center>
<center>
<img alt="" src="/uploads/allimg/150624/1404354B4-2.jpg" /></center>
<p>
雀巢咖啡在德國街頭改裝了一條街對面兩個紅綠燈按鈕,每個機器上配置小屏幕,讓街兩邊的行人可以看到彼此。當兩人同時按下按鈕的時候,機器就會開始爲用戶倒咖啡,彼此陌生的兩個人因爲咖啡而親近了一些。</p>
<p>
通過這組簡單的戶外裝置,雀巢讓不認識的兩人透過產品有了連結點,一起享受歡樂的時光,在短短一天的時間內,共收穫了33次陌生人互相擊掌、285次互相招手、839次互相微笑。</p>
<p>
此次Campaign透過對社會的觀察,與自身產品巧妙的結合並傳遞品牌概念,利用簡單的設計使消費者親身體驗,不但加深了品牌在消費者心中的印象,同時也提升了雀巢的品牌形象。 讓人們對咖啡重新產生了認知,並且這種新印象與“雀巢”兩個字深深的關聯,也就是將“咖啡”、“好感”、“雀巢”三個詞綁在了一起,綁的很巧妙。<br />
<br />
視頻:<a href="http://v.qq.com/page/m/i/z/m0157ynpiiz.html">http://v.qq.com/page/m/i/z/m0157ynpiiz.html</a></p>
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