#MarketingExcellenceAwards SG 2021 highlights: Nespresso goes on world tour amidst pandemic to push Lungo line

When it comes to coffee, Nespresso is one of the pioneers in the portioned coffee system. However, in 2021 both its B2B and B2C brands found themselves in a difficult position. On the consumer front, product tasting ban was an area which halted sampling for the brand. Whereas for its B2B clients, it was hit hard due to WFH arrangements imposed by the governments. With this in mind, Nespresso decided to launch its first global campaign, "World Explorations", to supercharge a B2B2C omnichannel marketing strategy. This campaign managed to impress the judges and enabled the brand to earn a spot as a finalist for Excellence in Response to COVID-19, at MARKETING-INTERACTIVE's Marketing Excellence Awards 2021. 

Challenges

Nespresso's global launch of its new Lungo coffee line named "World Explorations" faced three major challenges in 2021. Firstly, people in Singapore preferred drinking espressos(40ml) or tall cups of coffee (~230ml) as compared to Lungo coffee (110ml). As such, Lungo was met with lukewarm response as it was perceived as lighter compared to the intense Espressos. Secondly, the footfall to boutiques tanked due to the pandemic and restrictions imposed. This saw coffee sales shift online, thus them being purely transactional and stuck without an avenue to explore.

Thirdly, with the pandemic, many B2B partners closed their doors, which impacted businesses with multiple requests from several restaurant partners to write off coffee order contract commitments. Others also requested for a refund of their coffee machines to cut costs.

Strategy 

By the fourth quarter of 2020, a trend emerged in Singapore where consumers were starting to miss travelling with many posting throwback photos of past holidays and spending more on fine dining. With its unique business model, Nespresso knew it was able to target these individuals along while supporting its B2B partners. It decided to launch its first B2B2C omni-channel campaign, where consumers were invited to "Taste the world with Nespresso" through specially curated menus of six different cuisine restaurants. To aid its B2B partners, consumers could taste the coffees at any of Nespresso partners' restaurants, not only as a Lungo coffee but as part of Nespresso infused menus. Collaborating with Nespresso partners, Nespresso not only supported them but also found an avenue to co create content around chefs and staff while driving B2C consumers to their restaurants - all while creating a unique experience. 

Execution 

To launch Nespresso's World Explorations Lungo coffees, six different collaborations were formed with restaurants. Each of the esteemed chefs curated a Nespresso menu with Nespresso-infused dishes inspired by the coffee and the culture of a different city. 

As customers went through this experience, they were greeted with unique set ups catered to the respective cities and their cuisine. A menu with a QR code which leads to a fun fact sharing page and trivia about the city was also created for an interactive element. Guests were also encouraged to post their dining experiences on social media to receive gifts such as ceramic coffee coasters inspired by patterns of the city.

The campaign was launched on digital platforms with a social media element. A coffee pack was featured each week, showing off the chef's inspirations with a constant paid content promotions to feature the collaborations and gastronomic experiences. Media partners and influencers also received a press kit featuring the coffee and a passport that included details of the collaborations and an invitation to the restaurant to dine for two. Furthermore, when Nespresso club members who purchased three sleeved coffee packs were given the opportunity to dine at these restaurants through weekly lucky draws.

Results

Perceptions of the Lungo coffee changed following the campaign. On top of its appeal to existing Lungo lovers, penetration for the drink almost doubled compared to the year before. Furthermore, the campaign saw strong brand engagement featuring dining partnerships, with above average retention rate on social media. Nespresso also saw an increase of 546 followers on Instagram. Additionally, the campaign's landing page saw over 500 potential reservations across six restaurant partners within two months, and a total of 1296 Nespresso-infused menus served.