The Brief:

Nespresso wanted to launch a brand-new entry-level coffee machine that comes in four fun colours by driving awareness of the new Vertuo Pop, generate buzz and interest among media and KOLs, and reach out to a new, younger target audience.

The Strategy:

We developed a 360° launch plan that included pre-launch media pitching and KOL engagement to drum up anticipation and excitement for the launch party. We planned a post-launch sustenance programme by travelling the experiential pop-up to 8 carefully selected neighbourhood malls across Singapore and partners like Cru68 and WeBarre.

We curated a journey of discovery to guide visitors through the pop-up, starting with a personality quiz to match with Vertuo Pop Up colours. Visitors then proceeded to the “Coffee Grocer” with over thirty coffee flavour profiles for tasting and ended with a “Coffee Shop” tasting experience.

The Outcome:

The overall campaign achieved high earned posts and organic reach, resulting in high footfall to the pop-ups over 10 weeks. Over 10,000 vouchers were distributed, and the client saw over 90% redemptions.

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ION Orchard

10th Anniversary Celebration