Results
48% uplift in aided brand awareness, 44% uplift in aided advertising recall
Inventory
Digital screens across Berlin, Hamburg, Dusseldorf, Cologne, Stuttgart and Munich
Partners
WallDecaux, GroupM OOH GmbH, Hawk, adsquare, Trend Research (Hamburg)
THE CHALLENGE
Increase presence of Nespresso in the minds of coffee lovers.
THE OBJECTIVE
Nespresso wanted to showcase a ‘morning moment’, savouring a cup of Nespresso coffee - an essential part of the daily routine for its audience and connect this ritual with the brand itself.
THE SOLUTION
Nespresso adopted a hybrid booking strategy utilising both programmatic and direct. A timed media mix was deployed, starting with social and CTV ads, showing the ‘morning moment’ in household contexts and encouraging user-generated content, followed by DOOH. DOOH creatives were controlled in real time to reach the target audience, whilst analogue posters ensured a high basic reach in frequented locations. A drive-to-store analysis alongside an advertising effectiveness survey, were used to evaluate the campaign performance, sentiment before and after the campaign, and foot traffic in Nespresso stores using geolocation data.
