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Nescafe’s experiential pop-up unites neighbours

By Vanessa Green

Everybody needs good neighbours.

Community matters, and feeling connected with the lives of those around you can make a huge difference to wellbeing.

But today’s pace of life can make this difficult to forge close relationships. Sometimes, the closest people are also the most distant.

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Recognising this, coffee company Nescafe recently launched a warming experiential activation in the centre of Milan. One with an ambitious goal: to bring neighbours closer together.

And what better way to kickstart a good relationship than with a nice chat over a cup of coffee?

The coffee experts surprised residents of one block of flats in Milan, by staging a campaign called ‘The Nextdoor Hello’ – an overnight pop-up activation that connected neighbours by linking their balconies with Nescafe branded coffee bars.

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Emerging onto their balconies in the morning, surprised residents discovered their very own coffee cup, jar of Nescafe and hot water awaiting for them – and their closest neighbour.

A prominent banner across the street encouraged each resident to ‘Get closer to those closest to you.’

Soon, surprise turned to joy, as residents made the most of the early-morning sun to share a cup of coffee with their neighbours, chat, take selfies and feel far more connected.

Linked closely to the brand’s tagline, ‘It all starts with a Nescafe’, it’s another good example of bringing a brand to life while also creating a memory forged deeply in brand principles.

It’s not the first time Nescafe has used an experiential stunt to bring people together.  Last year, a stunt in Berlin saw the brand connect strangers with a novel ‘push together’ road crossing.

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