| Title | THE COFFEE EXPERIENCE IS AROUND YOU! |
| Brand | NESPRESSO KOREA |
| Product / Service | NESPRESSO LATTISSIMA PLUS |
| Entrant | ZENITHOPTIMEDIA Seoul, SOUTH KOREA |
| Entrant Company: | ZENITHOPTIMEDIA Seoul, SOUTH KOREA |
| Advertising Agency: | ZENITHOPTIMEDIA Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Jessica Lee | Zenith Optimedia Korea | Media Director |
| Sun-Gyul Kim | Zenith Optimedia Korea | Digital Manager |
| Jae-Youn Ha | Zenith Optimedia Korea | Media Manager |
| Sy Park | Nespresso Korea | Brand Manager |
| Soonhyung Jung | Nespresso Korea | Assistant Manager |
| Junyoung Chun | JKON | Project Manager |
| Taewan Kim | JKON | Project Leader |
Nespresso is not just a coffee. It is a sensorial experience. Nespresso boutiques provide a window into the heart of the brand and serve as a key sales channel. However, with limited Nespresso boutiques in Korea, we have to find ways to connect our customers as to drive new machine sales. We engaged busy Korean customers with integrated solution to serve 2 purposes – deliver the ultimate brand experience & motivate them for boutique visit by providing mobile coupon. There were 2 phases. First, we implemented the 1st ever mobile coupon downloading system in Korea with multi-platform (mobile, online banner and digital OOH). We engaged them with brand quiz and all digital OOH sites were strategically located near the boutiques. Followed by that, we dedicated to offer the unique Nespresso experience by introducing the concept of “pop up store” in the branded truck travelling around offices to interact with the brand.
Value of PR = worth of 500 mil KRW which equivalent to USD 4,350,000 New Machine Sales Growth = 42% compared to last year Popup store = the car visited 41 venues giving 22.7k samplings Event Participants and coupon downloaded in total Coupon Redemption Rate = 8% Mobile coupon downloaded = 9,421 Display coupon downloaded = 229,011 OOH coupon downloaded = 14,941
In the 1st phase, online banner was executed across the high reach portals/woman sections for awareness and to engage the potential buyer which lands to a brand page and the quiz to win the machine also downloading the discount coupon to buy the machine. Mobile: to maximize the coupon download, applied demo targeting in the mobile and identified the potential buyer with the highest coverage of the mobile advertising media. Digital OOH: aims to encourage user interaction to understand the product and coupon download. Furthermore, indicate the nearby shop to finish the purchase to encourage the shop visits. In the 2nd phase, it targeted to enhance the brand experience. Nespresso branded pop-up truck visited the guests to deliver the brand experience and provide discount coupons to drive new machine sales. QR code: were on the cups and the truck diverted to check out video, product information and mobile coupon.