BACKGROUND
BEFORE STARTING CONSTRUCTION ON A NEW COFFEE PLANT IN VERACRUZ, MEXICO, OUR CLIENT, NESTLÉ, WANTED TO COMMUNICATE THE BENEFITS AND COMMITMENTS OF THE PROJECT TO THEIR STAKEHOLDERS, THE LOCAL PEOPLE AND THE COFFEE COMMUNITY.
CHALLENGE
IN ORDER TO GENERATE EMPATHY AND TRUST, AND CREATE A POSITIVE CONNECTION WITH THE COMMUNITY, OUR CLIENT NEEDED A CLEAR AND CONCISE MESSAGE TO COMMUNICATE THE BENEFITS OF THE PROJECT: IMPROVING PEOPLE’S LIVES BY PROVIDING NEW JOB OPPORTUNITIES AND TURNING THE REGION, AS WELL AS THE COUNTRY, INTO A SYMBOL FOR COFFEE.
RESULTS
BY UNDERSTANDING THE DIFFERENT DRIVERS OF THE COMMUNITY, WE WERE ABLE TO ACHIEVE OUR CLIENT’S OBJECTIVE THROUGH A VISUALLY APPEALING CAMPAIGN. WE DELIVERED SIMPLE, DIRECT MESSAGES OF RELEVANT DATA SUCH AS THE TOTAL AMOUNT OF INVESTMENT, THE NUMBER OF NEW JOBS THE COFFEE PLANT WOULD GENERATE, THE NUMBER OF FAMILIES THAT WOULD BENEFIT, AND THE NEW TECHNOLOGIES THAT WOULD BE IMPLEMENTED AND DEVELOPED. AS A RESULT, PEOPLE SUPPORTED THE CONSTRUCTION RIGHT AWAY, AND IT WAS A TOTAL SUCCESS FOR EVERYONE INVOLVED IN THE PROJECT.
