Campaign Overview

With a fantastic product and a roster of celebrity partnerships, Nespresso is one of the world’s most recognizable coffee brands. In Québec, Canada it was a different story. Nespresso had to face the challenge of standing out in a crowded marketplace. With many coffee drinkers already loyal to other brands, it was important that Nespresso targeted the right market with the right message and medium.

According to Deloitte 43% of people check their smartphone within the first 5 minutes of waking. Nespresso saw an opportunity to promote their coffee machines by targeting mobile users with a unique interactive message where they spend their first moments of the morning – across major lifestyle, weather, news, sports and entertainment sites and apps.

Partnering with interactive technology platform, Contobox, Nespresso was able to create a custom call to action for their mobile interstitial ads. With the debut of their ‘slide-to-answer’ format, users were able to ‘unlock’ a promotional message much like how one unlocks their smartphone to answer a call. The second iteration of the campaign used a feature called ‘scale-and-reveal’, where users were invited to rate, on a scale of 1 to 10, the importance of a morning coffee. The closer their score was to 10 the more they were able to see a promotion appear on their screen. Both units revealed a coupon for Nespresso machines upon sliding to interact.

Through a mix of clever creative, media timing and choices the campaign resonated with audiences. One in three users interacted with the units going above and beyond industry interstitial standards.  

Nespresso was able to solidify their brand association with morning coffee drinkers doubling their sales targets and driving a 200% increase in machine sales in Québec. This resulted in the brand’s lowest cost-per-acquisition, with a 40% drop in their CPA.

Creative

The Call-To-Slide (Pre-slide)

The Call-To-Slide (Post-slide)

Scale and Reveal (Pre-slide)

Scale and Reveal (Post-slide)

Credits

Nestlé Nespresso

  • Martine Rufiange – SOHO Marketing Specialist
  • Mohamed Hapté SOW – Ecommerce & Digital Marketing

MEC

  • Caroline Boulard – Sr. Media Strategist
  • Fauve Doucet – Strategy Director
  • Tatjana Adzic – Media Strategist

Contobox

  • Marc Tanguay – Sales Manager, Québec
  • Janeal Orr – Senior Account Manager
  • Shirine Aouad – Director of Experience Management
  • Chris Constandinou – Senior Developer
  • Eugene Kozlov – Developer