Nespresso invites Aussies to recall their favourite coffee moments in first-ever Australian campaign via McCann Australia and Weber Shandwick
Nespresso has announced details of its first-ever Australian ad campaign with creative via McCann Australia and integrated via Weber Shandwick.
Scheduled to run from 2nd September 2013, the campaign affectionately taps into the emotions Australians experience when they drink Nespresso.
In a first-ever, the creative features real Nespresso Australian Club Members selected from hundreds of entries of people wanting to be the ‘faces’ of the ad campaign. After sending in their image and a description of why they’re passionate about Nespresso, five were selected to front the campaign.
The final images include a quote from each of the five Club Members discussing the moment they enjoyed a Nespresso coffee for the first time. Quotes including “I’ll never forget my first Nespresso” and “I will always remember my first Nespresso” are used to create a sense of curiosity and invite new coffee drinkers to want to discover the brand. By celebrating coffee moments, Nespresso will highlight the core focus of their business – their range of 21 Grand Cru coffees.
To capture the authenticity of the campaign, Nespresso partnered with celebrated photographer Gary Heery. Renowned for his ‘everyday people’ and honest and defining shots, Heery has also photographed everyone from pop stars to artists including Madonna and Andy Warhol.
For the Nespresso campaign, Heery has shot beautiful and emotive sepia imagery of the Club Members. All will be displayed across consumer touch points including Boutiques, trade point of sale, print, outdoor and online channels.
Says Nicole Parker, marketing & communication manager Nespresso Oceania: “We are thrilled with the support we receive from our Club Members. They are such a passionate group of coffee drinkers and the response to the campaign is testament to the way Australians feel about Nespresso. It’s the first time Nespresso has ever done anything like this and I am proud to be championing it from Australia. By choosing such a personal and emotive route, we hope to attract new Club Members to experience the highest quality coffee that Nespresso is known for.”
Beyond the ad, coffee drinkers across the country will be encouraged to take a photo of themselves and their favourite Nespresso moment and share it via a dedicated campaign microsite and mobile app. Anyone who gets involved will be featured on the live Nespresso moments gallery on the dedicated campaign website www.nespressomoments.com (not live yet).
Additional promotional incentives to capture Australia’s Nespresso moments will run throughout the campaign, including a once in a lifetime world trip and the chance to win an “indulgent moment” every day for 14 days. People will be able to enter via www.nespressomoments.com (not live yet) for more information.
8 Comments
Sounds like advertising but is not actually advertising:
1. Give the creative problem to a photographer
2. Ask folks to take a photo and share it
3. Feature ‘folks’ in the comms
4. Create a ‘moment’
5. Win said ‘moment’
At first glance I thought this was someone’s PR shot. Shuddered at the thought.
Not actually advertising.
Not actually coffee.
Perfect fit.
No es espresso.
Was the idea to make these people look high and vacant?
Oh, OK, success then.
Not poised, posed. Got it.
JEsus Christ…
“Nespresso is freedom for me”,
“we had a nespresso party…”
Are these people held captive in a commune? Get OUT MORE.
JEsus Christ…
“Nespresso is freedom for me”,
“we had a nespresso party…”
Are these people held captive in a commune? Get OUT MORE.
Sorry George Clooney,don’t (quite) look as cool as you this morning having my Nespresso Moment here in Melbourne … but it’s free and a great start to the day .. me gusta !