CASE STUDY
Nescafé
Our writers sourced and created the complete
content for Stim Nation – an online magazine
and promotional website aimed at 18 to
25-year-olds around the world, developed by
McCann Erickson for their client Nescafé. The
brief was to project a global spirit, exploring
the trends, influences, attitudes and moods of
young people in a different country every month.
We were able to source photographic and
written content from students and young
writers, and the result was a stimulating web
experience which offered its target audience
insider knowledge about categories such us
the following:
Citylife - a full-length illustrated feature on the
country’s capital
Music - the most talked-about albums and
singles
Sport - national sports, major personalities
Fashion - the latest crazes, products,
influences and trends, focusing on the high
street, not the catwalk
Culture - books, cinema, theatre, art and
photography
Events - the best local happenings and
hang-outs, written from a local perspective, not
a tourist one
Nightlife - the latest places to see and be seen
when evening falls
We were asked to ensure that the tone of each
article reflected its content, providing a fusion
of the upbeat, the quirky and the serious. Above
all, it had to sound original, representing the
authentic voice of the target audience – young
people with an interest and a pride in what’s
happening in their part of the world. Whenever
a new Nescafé territory bought into the
promotion, we also adapted all the existing
content into the new market’s local language.