The Intuition Challenge for Nescafe 3in1

Creative idea
Communication strategy
Video&photo production
Media materials
Influencer marketing

One second is enough to form an impression of a person by looking at their face. In seven seconds, the brain unconsciously makes 11 decisions about a stranger based on biases.

This insight became the foundation of the Nescafe 3in1 brand platform - #ChatBeforeYouJudge.

Target audience

We faced a challenging task: to convey to Generation Z the valid yet non-commercial message, "don't judge a book by its cover." Moreover, to convince them that a book can surprise you—just give it time.

Our audience (young people aged 18-24) has long stopped believing in social promotions, standard giveaway contests, or influencer endorsements. The key to success in such a case (and in many others) is to offer something that a member of the audience or a blogger would do just for fun, while still conveying the desired message. And that’s not very easy.

Goals

The campaign’s goal is to demonstrate how prone each of us is to judgmental judgments based solely on stereotypes and our past experiences. Life is much more complex and interesting: try new things, interact with people, and only then form your opinion about them.

It was important for us to create a campaign that not only stated these values but truly sparked lively interest.

Insight

The main insight of the campaign organically emerged from the essence of the #LetImpressTime platform.

People often form their opinions about strangers remotely and are often confident in their assumptions. Why? Because they intuitively feel so. We decided to push this idea to absurdity by showcasing through widely recognized judgment experts - Freud, the grandmother on the bench, and Alexey Durnev - that our opinions can often be mistaken.

Oh, but of course, not yours. You don't label others, and your intuition is almost perfect, right!? Let's test it in the Intuition Challenge!

Implementation

The campaign unfolded in several stages. Initially, we launched a teaser where our experts drew conclusions about all visitors to the website. At this stage, we conveyed the idea of judgmental assessment—what impression do you make?

Users received feedback about themselves from one of the experts and shared the results without yet understanding the full context. A week later, we launched the pre-rolls.

And the project itself—the first internet intuition challenge. In it, participants could test their level of intuition and compete for fashionable merch.

Rules of the Challenge

You look at a photo of a stranger;
Activate your intuition and fill in 5 points of their story: name, age, profession, hobby, and musical preferences;
Receive the result.
Sounds simple, but in reality, you get a result like this...

Besides that, on the website, users could upload their profile and find out what first impression they make on strangers. Statistics and impressions about you were sent to the specified email. For those who missed Jamala's teaser, there was an option to learn an expert's opinion about themselves.

Since the essence of the project was not about prizes, we limited ourselves to just two types of incentives: a random draw for socks based on sharing results and a random draw for a banana bag for uploading a profile.

Alexey Durnev posted information about the project across all his personal channels—posts on Instagram, Facebook, and integration into Durnev Dives Stories. As for the grandmother and Freud, their quotes were dissected for the campaign.

The outcome

The emotional response was honestly beyond our expectations; it started with a wave of excitement right in our office. Everyone wanted to guess others’ profiles and then submit their own to find out what others thought of them. Based on feedback from regular users (and sometimes opinion leaders) on social media, as well as comments under Durnev’s videos, the intuitive challenge gained a fan-friendly and accessible approach. The minimal actions required (for a gaming promo) provoked maximum results: