Nescafe's Interactive DOOH Game At Shanghai Metro Station

Objective

NESCAFÉ aimed to drive awareness and trial of its cold brew coffee product among high-traffic commuters at People's Square Station, one of Shanghai's busiest metro hubs. The brand sought to create a memorable, interactive experience that would demonstrate the product while incentivizing immediate engagement through a tangible reward.

Solution

The campaign deployed an interactive digital screen installation at People's Square Station that allowed passengers to control a coffee bottle displayed on screen using body movements. Players had 30 seconds to collect virtual coffee drops and fill the bottle, gamifying the product experience. Upon successful completion, participants received a QR code that could be scanned to claim a free bottle of cold brew coffee from a nearby vending machine, creating a direct conversion path from brand interaction to product trial.