Interactive DOOH Game At Shanghai Metro Station
- Brand
- Nescafé
- Year
- 2018
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- Installation
- Agency
- JCDecaux
Objective
NESCAFÉ wanted to introduce its new cold brew coffee range in China by reaching Shanghai commuters at scale and making the product's cold, fresh-brewed appeal instantly tangible rather than just advertised. Running the activation inside People's Square Station put the pitch directly in the path of one of the city's busiest metro interchanges, using play to dramatise the drink being made rather than just showing a bottle on a poster.
Solution
Walking past a big screen at People's Square Station, commuters see a coffee bottle waiting to be filled and step onto a marked patch of floor to start playing — no app, no sign-up. Coffee drips begin falling from the top of the screen, and the player leans and steps side to side to steer the bottle underneath them, catching as many drips as possible. They have 30 seconds to fill the bottle before time runs out. Fill it in time and the screen displays a QR code, which the player scans and redeems at the vending machine next to the screen for a real bottle of cold brew. Anyone who doesn't stop to play can still scan a QR sticker on the display to take a mobile version of the game with them.
- 1
The activation sits inside People's Square Station in Shanghai, staged around a digital TV wall next to a special build dressed with coffee bottles and beans, with a cold brew vending machine standing alongside it.
- 2
A commuter starts the game simply by stepping into a marked area in front of the screen; no tap, scan, or button triggers it.
- 3
A large coffee bottle appears on the wall as the on-screen avatar, coffee begins dripping down the screen, and a 30-second countdown starts, with the goal of filling the bottle before time runs out.
- 4
The player controls the bottle with full-body movement, stepping left and right in the zone to slide it across the wall and catch the falling drips, each catch raising the coffee level inside.
- 5
Filling the bottle before the countdown ends completes the mission and produces a QR code on screen.
- 6
The player scans the QR code and redeems it at the vending machine installed next to the screen, walking away with a free bottle of cold brew.
- 7
Commuters who skip the physical version, or want to keep playing after boarding their train, can scan a QR sticker on the special build to continue the game on their own phone.
