Nespresso launches its latest coffee innovation, Vertuo, through a comprehensive media campaign strategy with the help of OMD.
The media campaign, designed by OMD, uses online video, social media, displays and third-party pages to connect with a digitally savvy target audience and encourages them to experience a personalized Vertuo first-hand , directing them to a dedicated Vertuo campaign site. Programmatic banners are also deployed to drive the brand message.
To reach a wider audience, the campaign is also running large-scale outdoor placements at two key transit stations, Central and Tsim Sha Tsui. Animated digital signs are purchased from MTR’s extensive network. The facilities invite Hong Kongers to learn more about Nespresso Vertuo features and updates via a QR code that directs the public to a Vertuo personality quiz, created to guide local coffee lovers to their perfect Vertuo blend based on their lifestyle and coffee preferences.
Nespresso is also relaunching Nespresso Gourmet Weeks 2022 in June and July, which will celebrate Vertuo through partnerships with the Michelin Guide and the K11 MUSEA Artisan Lounge.
“With technology at the heart of the product and the campaign, we are delighted to be working with Nespresso on a campaign that creates a customer-centric ecosystem for coffee lovers. Together with Nespresso, our media campaign reveals the future and possibilities of coffee by bringing to market the sophisticated advancements of Nespresso’s Vertuo Next coffee machine,” said Jeff Lai, Chief Commercial Officer of OMD.
Last year, Nespresso also brought to life a campaign in Hong Kong called World Explorations to showcase a range of coffee inspired by six international cities. The campaign, designed by public relations agency PLUG and piloted by media agency OMD, targeted two audience segments, namely coffee lovers and dynamic young adults.
Nespresso has collaborated with Hong Kong singer-songwriter Terence Lam in a video, showing how Nespresso World Explorations takes audiences on a sensory journey to different cities, including Tokyo, Cape Town, Stockholm, Vienna, Shanghai and Buenos Aires.
Through video, Nespresso hopes to offer Hong Kongers both a much-needed sense of adventure and a taste of different cultures at a time when travel is restricted. To build awareness of the coffee line, the campaign uses a number of touchpoints including Facebook, Instagram, YouTube and programmatic to reach audiences.
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