Nescafé "Start the Yay" OOH Activation

NESCAFE RTD needed to amplify the "Start the Yay" campaign beyond retail, taking the brand message into high-visibility public spaces to create impact, drive trial, and inspire social sharing among young consumers — turning the campaign into a cultural moment rather than just a product push.

We built and activated a larger-than-life outdoor pop-up experience across high-traffic open-air venues including college campuses, lifestyle malls, and city hotspots across Malaysia. The installations were designed as brand playgrounds — visually striking enough to stop consumers in their tracks while delivering refreshing product samples and creating cheerful, shareable moments at each location. Each activation encouraged consumers to engage, record, and share their "yay" across social platforms, amplifying the campaign well beyond its physical footprint through organic social content generated by participants themselves.

The 25-day campaign generated 25,000 total engagements across multiple high-traffic locations, driving strong product trial, organic social sharing, and brand love for NESCAFE RTD's "Start the Yay" movement — establishing the campaign as a genuinely talked-about moment in Malaysia's youth culture.