Bloc 1
The Result
For Nescafé, Richmedia developed Nadi Nescafé in 2019, a community platform designed to recruit, engage and retain a young audience around the brand. The system combined a member area, gamification, rewards, coupons and field activations to connect digital engagement with product experience and point-of-sale purchase.
100Kplatform visits
5Kregistered members
2,500coupons downloaded / used
Block 2
What We Did
A community platform built to recruit, engage and retain a young audience around Nescafé.
Platform & community
- Creation of a proprietary digital space around Nescafé.
- Member recruitment and animation of a young community.
- Direct relationship between the brand and its consumers.
Engagement through play
- Games integrated into the platform.
- Points system.
- Rewards to unlock.
- Contests to sustain engagement over time.
Rewards & coupons
- Coupons / vouchers designed to trigger purchase at point of sale.
- Rewarding member engagement.
- Moving from digital interaction to commercial action.
Digital → field
- Social Media to support community animation.
- Coupon distribution.
- Stands and sampling.
- Linking the digital platform with physical product experience.
The Proof
The real Nadi Nescafé visual and validated indicators from the system, without invented web interfaces, coupons or dashboards.
Nadi Nescafé helped the brand move beyond social audience logic to build a proprietary community, animated through gamification and connected to point-of-sale purchase through coupons and field activations.
