 |
|---|
Creative Direction: Lee Changzhi
Agency: Weber Shandwick Australia /Jack Morton Worldwide
NESPRESSO
MOMENTO
The secret of the capsule unveiled
 |
|---|
The Brief:
Create a high-brow experience that aligns with Nespresso Australia’s existing above the line campaign ‘Nespresso Moments’ in order to put everyday coffee drinkers at the centre of attention.
Quick Facts:
Scope:
Experiential Branding / Tasting / Event Production
Client:
Weber Shandwick, McCann Worldwide, Nespresso Australia
Challenge:
Jack Morton and Weber Shandwick have the opportunity to work with two of our sister agencies. We had the challenge tocome up with a creative that fit across the needs of all three agencies, their expectations and ultimately please the client and their customers.
 |
|---|
The 6 things we heard the client say...
• We would really like a ‘premium’ activation that would put the everyday Australian at the centre of the experience.
• A unique opportunity to work with Weber Shandwick Australia and McCann Worldwide Australia
• Line up this experiential campaign with an existing above the line creative
• Bring to life an experience that embodies the existing ATL theme ‘Nespresso Moments’
• Cater this experience to public audience that involves tasting new products
• Hold activation in a public location and attract social media attention
We began the creative process by distilling the word MOMENTS into three stages, building the idea around the unwrapping of a simple black box.
 |
|---|
We used the box to chart the customer journey:
1) There is the stage of intrigue, when we are aware of an opportunity to be surprised.
2) Next comes the reveal - the moment when one encounters the product in a new way.
3) Finally comes affirmation, where the moment is captured and shared.
We designed the template of the structure based on the dimensions of the Nespresso Emblem and Monogram.
 |
|---|
|
|---|
At the concept stage, we were greatly inspired by the Museum of Contemporary Art at Circular Quay, Sydney. Designing the pop-up cafe to sit in front of the building, and elevating coffee to the level of art.
We envisioned a moment when the sun sets behind the museum and the box comes alive with the faces of everyday Australians.
Throughout the process, we designed the experience as a window frame into a different world - where the hustle of everyday life suddenly slows down, and every customer is welcomed to explore the depth and heritage of Nespresso.
We used the existing Above-The-Line Campaign to influence our final outcome.
"Each guest was treated like a star, down to the smallest detail.
It's Nespresso, what else would one expect?"
 |
|---|
The Results:
- More than 12,000 consumers intrigued to enter and experience the Momento, and get rewarded with a free coffee across two installations in Melbourne and Sydney.
- Over 6,000 consumers posed for a picture and shared their ‘moment’ with Nespresso, becoming the face of the brand to their friends.
- Photos were posted to their Facebook page making them the ‘star’ of the brand to their friends.