Title	NESPRESSO COFFEE EXPERTISE
Brand	NESPRESSO GLOBAL
Product/Service	NESPRESSO COFFEE CAPSULES - RISTRETTO, VOLLUTO, ROSABAYA, ENVIVO, ARPEGGIO
Category	C01. Digital Design
Entrant	SOCIAL.LAB Brussels, BELGIUM
Idea Creation	SOCIAL.LAB Brussels, BELGIUM
Production	S_OFT STUDIO Madrid, SPAIN
Production 2	JVG MADRID, SPAIN
Production 3	BANDIZ STUDIO Madrid, SPAIN

Name	Company	Position
Kim Genkinger	Social.Lab	Executive Creative Director
Aurora Montes	Social.Lab	Creative Producer
Troels Popp	Social.Lab	Global Senior Creative
Majken Gram	Social.Lab	Global Senior Creative
Mauro Rodriguez	Social.Lab	Executive Creative Director
Thomas Christiaen	Social.Lab	Global Business Director
Anna Southern	Social.Lab	UK Head of Strategy, Managing Partner UK
Jakub Hodbod	Social.Lab	Strategy Director
Julie Frederickx	Social.Lab	Strategic Planner
Michaela Terry	Social.Lab	Account Manager
Rebecca Amyes	Social.Lab	Account Manager
Jessica Nguyen-phuong	Social.Lab	Account Executive
Lauren Boniface	Social.Lab	Social Strategist
Patou Nuytemans	Social.Lab	Chief Digital Officer at Ogilvy Group

The Campaign

If you look at a Nespresso capsule and a compatible capsule, it can be hard to tell the difference. Even the colour might be the same. But the capsules are only the tip of the iceberg. It’s the stories that lie beneath the surface of the coloured capsules that truly differentiate Nespresso from its look-alike competitors. To tell these stories we created the deepest mobile stories ever told in 5 Facebook canvases, each representing the story of a Nespresso capsule. By doing this, we literally placed the story behind each capsule in the hands of the consumers while deep-diving into the quality and expertise of the blend. Each canvas was designed to fill the mobile screen and to keep the consumers diving deeper into the story, leveraging the canvas format in a new and never-seen-before seamless and engaging way.

Creative Execution

Starting with the familiar – the colour of the capsules – we designed an immersive journey down through Facebook canvas; from bean-picking through blending, grinding and brewing to final cup. All in a sophisticated colour-in-colour look matching both the capsule in question and the sophisticated look of the brand. Everything was made in CGI to get the freedom to design a fully fluent experience down the canvas where every segment was designed to transition seamlessly throughout, making every video or picture match the design and storyline of the next and, as a result, luring the viewer down the canvas. Every piece of copy and every navigation button was designed to both help and tease the viewer all the way down. All creating an extraordinary experience to match the extraordinary story of Nespresso. All fitted to the vertical format of the mobile screen and delivered in the palm of your hand.

Indication of how successful the outcome was in the market

The campaign has been launched in October 2016 on 5 markets and will be running until the end of 2016. First results show a high engagement rate with a view duration above 30s. Full campaign results will be available end of 2016.

Nespresso stands for the extraordinary. In quality and expertise. That’s why their capsules are levels above most of the compatible capsules. But most consumers don’t know this. They just know the colour of the capsule they like. So we needed to get this message of quality and expertise across in an engaging way. We built our communication on 5 iconic Nespresso Grands Crus, allowing us to highlight in each of them a Nespresso differentiating point, from origin, to intense taste, to sustainable sourcing. The idea of deep-diving into the capsules made the choice of campaign elements easy: 5 Facebook canvases in the centre of the campaign, all linked by a range of social assets teasing for the canvases. The social assets were all differently angled to create interest and address the needs of each of Nespresso’s three target audiences: current Nespresso consumers, machine owners using compatibles capsules and prospect audience.