Nespresso goes all out with media buys for city-wide campaign in HK

Nespresso is launching its latest coffee innovation, Vertuo, through a comprehensive media campaign strategy with the help of OMD.

The media campaign, designed by OMD utilises 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 are also deployed to drive the messaging of the brand.

To reach a wider audience, the campaign also executes large-scale out-of-home placements across two key mass transit stations, Central and Tsim Sha Tsui. Animated digital panels are bought across MTR’s broad network. The installations invites Hong Kongers to learn more about Nespresso Vertuo features and updates through QR code that directs audiences to a Vertuo Personality Quiz, created to guide local coffee lovers to their perfect Vertuo blend based on their lifestyle and coffee preferences.

Nespresso is also bringing back the Nespresso Gourmet Weeks 2022 in June and July, which will celebrate Vertuo through partnerships with Michelin Guide and the K11 MUSEA Artisan Lounge.

“With technology at the core of both the product and the campaign, we are excited to work with Nespresso on a campaign that creates a customer-centric ecosystem for coffee enthusiasts. Together with Nespresso, our media campaign reveals the future and possibilities of coffee by introducing the sophisticated advancements of Nespresso’s Vertuo Next coffee machine to the market,” Jeff Lai, business director of OMD said.

Last year Nespresso also brought to life a campaign in Hong Kong called World Explorations to introduce a coffee range inspired by six international cities.  The campaign, devised by PR agency PLUG and driven through media agency OMD, targeted two audience segments, namely coffee aficionados and go-getting young adults.

Nespresso collaborated with Hong Kong singer-songwriter Terence Lam in a video, showcasing how Nespresso World Explorations transports audiences on a sensory journey to different cities, including Tokyo, Cape Town, Stockholm, Vienna, Shanghai and Buenos Aires. 

Through the video, Nespresso hopes to offer Hongkongers both a much-needed sense of adventure and a taste of different cultures at a time when travel is limited. To further build awareness of the coffee range, the campaign leverages a number of touchpoints including Facebook, Instagram, YouTube and programmatic to reach out to audiences. 

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