Nescafé ID uses drones to reveal new Korean brand ambassador

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Nescafé Indonesia has lit up the night sky with a unique aerial display titled the "Nescafé sky show" at the Jakarta Fair Kemayoran 2024. The drone show is part of the brand's efforts to introduce its new "Coffee ala cafe" brand ambassador, South Korean actor Ji Chang-wook.

The drone show enlisted 300 drones to create visual configurations for 10 minutes and was created in collaboration with dentsu x Indonesia. The visual configurations include Ji's face, Ji drinking coffee and a visual that reads "Nescafé x Ji Chong-wook" amongst many others.

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"The Nescafé sky show was designed to create a unique, engaging brand experience that resonated with the audience," said Rommy Pantouw, content director of dentsu X Indonesia.

"By blending innovation with a beloved celebrity figure, Nescafé Indonesia Nescafé Indonesia is committed to continuously inspiring consumers with a dynamic lifestyle," added Pantouw.

Meanwhile, Ji's appointment comes as Nescafé Indonesia attempts to align itself with modern lifestyles and trends, including the Korean wave.

Ji is a South Korean actor and singer who rose to fame for playing the lead role of Dong-hae in 2010 daily drama series Smile Again. Since then, he has had notable lead roles in television series such as 2016's The K2, 2020's Backstreet Rookie and most recently, Welcome to Samdal-ri.

“We are always committed to align our coffee brand to modern lifestyles and trends, including the K-wave phenomenon that has resonated strongly with Gen Z. The enthusiastic support from Ji Chang Wook’s fanbase in Indonesia inspired us to appoint him as the brand ambassador of Nescafe Indonesia," said business executive officer of Coffee Nestle Indonesia, Sherif Hani.

"Together with dentsu, we elevated the launch experience to another level, introducing our brand ambassador in the distinctive and historically significant Sky Show at Jakarta Fair Kemayoran," added Hani.

Drone shows are becoming more popular in recent times. Earlier this month, Hong Kong art studio AllRightsReserved (ARR), the organiser of the Doraemon-themed drone show, introduced the show again on 20 July this year.

The move comes after the first Doraemon drone show saw positive reactions among Hongkongers and tourists.

The drone show was held over Victoria Harbour, with enhanced content, where 1,000 drones were transformed into various classic Doraemon scenes and styles, creating a visual spectacle for the audience, according to ARR.

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