OLIVE TV SHOW

TitleOLIVE TV SHOW
ClientNESPRESSO KOREA
Product / ServiceNESPRESSO LATTISSIMA PLUS
CategoryA03. Best Brand or Product Integration into a Feature Film, Existing TV Show and/or Series
EntrantZENITHOPTIMEDIA Seoul, SOUTH KOREA
Contributing Company:NESPRESSO Seoul, SOUTH KOREA
Entrant Company:ZENITHOPTIMEDIA Seoul, SOUTH KOREA
Media Agency:ZENITHOPTIMEDIA Seoul, SOUTH KOREA

The Campaign

Product placement is allowed on terrestrial & cable TV channels; however it is restricted to be only 5% of total program length (i.e. 3 minutes out of 60 minutes)

Results

We needed to strengthen our emotional bond with the Korean consumers and drive sales of Nesspresso machines. Leveraging the insight that Koreans love to share their coffee experiences, we partnered with the leading cable TV cooking channel ‘Olive TV’ to create ‘Nespresso Home Café’. The campaign was driven by a two part TV series where Nespresso was an integral part of the programme. Specially selected guests, who applied via an online recruitment drive, participated in the program to develop innovative and delicious coffee recipes with leading baristas using Nespresso machines. Celebrity guests also added a high level of programme engagement. We also held two online competitions to engage with the TV viewers and leveraged SNS – Facebook, Twitter as well as the Nespresso website to drive participation. The first one was to ask participants to vote for their favorite Nespresso coffee recipe, the winner received the newly launched Nespresso machine. The second event was to ask participants to photograph the Nespresso logo on the screen while they were watching the ‘Nespresso Home Cafe’ show and uploaded it to the Nespresso micro site. To encourage participation, competition promo spots were broadcasted throughout the campaign.

The Korean social landscape is dominated by their love for spending time together over a coffee. Korea has one of the highest coffee consumption rates per capita in the world, and they love all things to do with coffee - even experimenting & sharing innovative coffee drink recipes and coffee desert recipes. We created a branded content show that leveraged this insight. Participants got the opportunity to experience Nespresso live in the studio, interact with celebrities and get the latest recipes from leading coffee baristas.

Nespresso coffee recipes spread over the internet and over 9,800 participants registered for the online competition, which was 3 times more than other Olive TV shows benchmarks. Most importantly, despite being the only form of ATL communication during the period, machine sales increased by over 30% since the ‘Nespresso Home Café’ Olive TV show aired.

Credits

Name Company Position
Jaeyoun Ha Zenithoptimedia Korea Media Manager
Jessica Lee Zenithoptimedia Korea Media Director - Head Of Zo Korea
Jiyeon Sim Zenithoptimedia Korea Senior Media Buyer
Sungyul Kim Zenithoptmedia Korea Digital Manager
Sungyong Park Nespresso Korea Brand Manager/Nespresso Korea
Soonhyung Jung Nespresso Korea Assistant Manager/Nespresso Korea