Title	DOUBLES
Brand	NESPRESSO
Product/Service	NESPRESSO
Category	A05. Product Launch/re-Launch or Multi-Product Promotion
Entrant Company	MOMENTUM Madrid, SPAIN
Advertising Agency	MOMENTUM Madrid, SPAIN

Name	Company	Position
ANA BROSSA	McCann Spain	EXECUTIVE CREATIVE DIRECTOR
FERNANDO ALCAZAR/XAVI GIMENO	McCann Spain	CREATIVE DIRECTOR
FERNANDO ALCÁZAR/FERNANDO RIVAS	McCann Spain	ART DIRECTOR
XAVI GIMENO	McCann Spain	COPYWRITER
SANDRA MATEOS	McCann Spain	ACCOUNT DIRECTOR
MARIA FONT	DIVISIÓN Q	PRODUCER
PAU GÓMEZ	DIVISIÓN Q	DIRECTOR
DIEGO FELIX	DIVISIÓN Q	DIEGO FELIX

The Brief

OBJECTIVE: Make public the launch of the new decaffeinated capsules of the Grands Crus Volluto, Arpeggio and Vivalto, and communicate that these maintain the same organoleptic properties as always, but without caffeine. We decided to say that the new decaffeined Gran Crus were the doubles of the original Grand Crus. Because the double is someone who is a lot like another, although actually is different For this reason we created the concept: ‘’ so alike, so different”

Campaign Success

With this premise we created the promotion “One coffee with your double”, in which we offered people to have a coffee with her double and be photographed by the Canadian photographer François Brunelle, recognized internationally for his project “Sosias” in which he spent 15 years researching and photographing doubles. The 360 campaign was divided into two main blocks. The first one focused on capturing the doubles. In which, to obtain a large number of participants, was launched a first phase of pieces in various media aimed at Awareness. The second communication block was based on the Content. All the doubles were summoned in a Big Meeting where they first met. Later, François Brunelle did a photo session that will be presented in the boutiques of the main cities of the peninsula. A site was the digital platform though participants could upload their photos and be part of this great project. During the month of October and November the photography’s will be exhibited in different stores in Spain.

Describe the success of the promotion with both client and consumer including some quantifiable results

Visits to website: 151.055 Facebook likes: 38.294 Uploaded photos: 20.143 During the week of event: more than 100.000 impressions

Explain why the method of promotion was most relevant to the product or service

The purpose is to communicate the launch of the new decaffeinated capsules of Grands Crus Volluto, Arpeggio and Vivalto of the International Brand Nespresso and communicate that these maintain the same organoleptic properties as always but without caffeine, we were inspired on the idea that people had the chance to meet his double. That person is so similar but at the same time is so different. The double of Volluto is Volluto decaffeinated. Do you want to know yours? The 360º campaign was divided into three main blocks. Awareness, content and photographic exhibition. Nespresso, with this campaign not only make public their doubles decaffeinated coffees and increase considerably his database, but also gave the possibility that people knew their own doubles.