The Secret Service makes the breaks fun at Nescafe Alegria coffee machines

Ads, Creativity

The Secret Service made a promotion for Nescafe Alegria coffee machines, promising “Coffee, not jokes, with prizes, not planes” and bringing entertainment in coffee breaks all over the place. This is the 1st campaign agency makes after winning the account, following a pitch organized in April.

To win one of the 250 prizes – Certina watches – consumers must play “Planes” and get down the 3 planes hidden on a gaming board with dimensions of 10×10 squares. Each strike means sending an SMS to include the unique code on the coffee cup and the place on the game board where the strike lands.

Participating in the promotion is also possible online.

The communcation includes spectacular executions, with most of Nescafe Alegria coffee machines covered to look alike gaming consoles. Also, the promotion includes TV spots and the first planes taken down by consumers transformed in unconventional outdoor executions, with one plane placed in Unirii Square, in the middle of Dambovita river that crosses Bucharest

The campaign has also media coverage, on TV in the morning show with Razvan and Dani at Antena 1 or on Pro FM’s matinal show, where DJ-s are playing Planes between themselves

For the SMS contest, The Secret Service worked together with Mediapost Hit Mail.

Filming for spots were made together with Trilogy Film, with postproduction from Animotion. Photo shooting is signed Red Carpet Studio, while media is handled by Zenith.


The Secret Service: Mihai Ene – Creative Director & Copywriter, Adina Sorescu – strategy director, Dragos Gheorghiu – art director, Radu Pop – art director, illustrator and retoucher, George Grosescu – art director, Alina Cranga – account manager and Mihai Girip – sound designer.

Nestle Professional team: Ovidiu Tunaru-country business manager Nestle Professional, Catalin Iancu-channel & brand manager and Catalina Stancu-junior channel manager.