NESPRESSO COFFEE EXPERTISE
| Title | NESPRESSO COFFEE EXPERTISE |
| Brand | NESPRESSO GLOBAL |
| Product/Service | NESPRESSO COFFEE CAPSULES - RISTRETTO, VOLLUTO, ROSABAYA, ENVIVO, ARPEGGIO |
| Category |
B03. Social for Mobile |
|
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
|
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 mobile-only Facebook canvases, each representing the story of a Nespresso capsule told in vertical videos, tilt-to-view pictures and Facebook carousels.
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
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 on key social channels such as Facebook, Instagram and Pinterest.
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.
We made our 5 canvases available to 28 markets worldwide.
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.
Most consumers don’t know or care about the expertise and quality of the coffee they drink. They just know the colour of the capsule they like.
We needed to reach and engage 3 target audiences in the expertise story of Nespresso: Nespresso-drinkers, people who are in the market for a Nespresso machine and coffee-lovers in general.
To address their questions around Nespresso and coffee in general, we developed the stories of 5 iconic Nespresso Grands Crus. Each story would emphasize on a specific differentiating point for Nespresso: from intensity of the coffee to decaffeination, coffee origin, extraction technique and sustainable approach.
To reach them all on a global level, we quickly zoomed in on the most popular platform worldwide: Facebook on mobile. To strongly engage them, we chose one of the most immersive formats perfectly fitting the idea: Facebook canvas.