NESPRESSO COFFEE EXPERTISE
| Title | NESPRESSO COFFEE EXPERTISE |
| Brand | NESPRESSO GLOBAL |
| Product/Service | NESPRESSO COFFEE CAPSULES - RISTRETTO, VOLLUTO, ROSABAYA, ENVIVO, ARPEGGIO |
| Category |
B01. User Experience Design (UX) |
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Entrant
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SOCIAL.LAB Brussels, BELGIUM
|
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Idea Creation
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SOCIAL.LAB Brussels, BELGIUM
|
|
Production
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S_OFT STUDIO Madrid, SPAIN
|
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Production 2
|
JVG MADRID, SPAIN
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Production 3
|
BANDIZ STUDIO Madrid, SPAIN
|
Credits
| 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 an iconic Nespresso Grand Cru.
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
To address the needs of each of our target audiences (existing consumers, machine owners using compatibles and prospects) we developed the stories of 5 Nespresso Grands Crus.
Using a sequential storytelling approach, we created a set of assets for each Grands Crus to drive our audiences through the funnel from awareness to consideration and advocacy. We made the 5 canvases available to 28 markets worldwide, introducing the stories behind the Nespresso capsules on one of the most used platform across the globe: Facebook on mobile.
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 extraordinary quality at the heart of the Nespresso brand.
Everything was designed in CGI to get the freedom to create a fully fluent experience down the canvas where every segment was designed to transition seamlessly throughout, making every video and picture fill the entire screen and match the design and storyline of the next and, as a result, luring the viewer down the story in the canvas. Every piece of copy and every navigation button was designed to both help and tease the viewer all the way down.
Leveraging all possible canvas formats to tell our story (video, tilt-to-view, carousel), we turned each canvas into a full and explorative experience. All fitted to the vertical format of the mobile screen and delivered in the palm of your hand.