Nescafé sparked conversation by locking 1,000 of their famous red mugs on walkways, bridges, parks, etc – creating a city-wide social art installation in Croatia.
Inspired by the love locks found in cities like Paris, consumers were driven to the brand’s Facebook page to access a four-digit code to unlock the mug they were standing in front of. To drive further brand engagement as well as trial, consumers had the option to trade in their mug for a warm cup of coffee and one additional mug at one of the many Nescafé kiosks across Croatia.