Nespresso envelopes MRT commuters in coffee scent as part of new campaign

Coffee brand Nespresso has turned Thomson-East Coast Line (TEL) Orchard MRT into a sensorial coffee experience this month. Coffee scent is emitted along the station linkway throughout the "Nespresso Vertuo Pop" campaign, from 4 April to 1 May. 

Echoing the message of “Enjoy coffee your way and experience perfection with one touch”, the campaign was done in collaboration with Asiaray Connect Singapore, the exclusive media owner of the TEL.

This linkway, which leads directly to the newly relocated Nespresso boutique in ION Orchard,  features a 20-meter-long LED wall and huge wallscape which allows Nespresso to showcase its latest offering – Vertuo Pop coffee machines. 

Aside from enticing commuters with the scent of coffee, the coffee brand also launched the colourful Vertuo Pop pop-up store at Suntec City as seen on its Instagram account by MARKETING-INTERACTIVE.

Furthermore, Singapore's local travel and lifestyle portal TheSmartLocal also popped by the store to promote the product and the video is featured on Nespresso's official Instagram page.

The agencies that are involved in this campaign include Mercury (PR), Neo Media World (media), and Publicis (social). Nespresso marketed the campaign via D-OOH, OOH, digital and social, consumer activations and PR (KOL seeding and launch event), Nespresso's partner in this campaign, Asiaray, said to MARKETING-INTERACTIVE.

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Nespresso's brand communications manager, Jermaine Koh, said: "Coffee is such a sensorial experience, and the aroma of coffee is a key aspect to the enjoyment. We are happy to partner with Asiaray to bring this to life with this immersive campaign for the launch of our newest innovation: the Nespresso Vertuo Pop machine that will elevate consumers coffee experience at home."

This is not the first we have seen of Nespresso's ventures in creatively launching its product.

In May last year, Nespresso launched Vertuo in Hong Kong through a media campaign strategy with the help of OMD.

The media campaign, designed by OMD utilised online video, social, display, and third party pages to connect with a digital-savvy target audience and encourages them to experience a personalised Vertuo first-hand, by directing them to a dedicated Vertuo campaign site. Programmatic banners were also deployed to drive the messaging of the brand.

To reach a wider audience, the campaign also executed large-scale out-of-home placements across two key mass transit stations, Central and Tsim Sha Tsui. 

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