A local entertainment insight
The campaign was built around the appetite for live concerts in rural Myanmar. Nescafé used that behaviour as the starting point for a roadshow designed around local entertainment habits rather than taking a city-first activation format on tour unchanged.
The six-city roadshow
A Nescafé-branded bus visited six cities with the message “Win a motorbike with a can of Nescafé.” Each stop brought the promotion together with a mini concert and locally relevant entertainment.
Music that felt local
Nexlabs hosted a mini music concert in every city and worked with local favourite musicians. The concerts attracted hundreds of people in the areas visited, giving the campaign a shared community moment as well as a promotional platform.
Games, participation and reward
Alongside the concerts, the team organized games modelled on the familiar carnival games audiences already enjoyed. At the end of every concert, the musician joined the campaign team to announce the motorbike winner and invite them onto the stage.
Highlights
- Six-city roadshow
- Hundreds of attendees
- Concert, games and promotional activation
