Nespresso Germany ran this exclusive campaign as a first in Hamburg’s Astertal Shopping Centre for ECE Project Management. This campaign was aimed at driving traffic to the Nespresso store on the ground floor 10m away from the escalators at entrance 6. The campaign initially flighted for 30 days but was then extended for a further 30-day period due to the fantastic consumer response. Nespresso had launched a few new flavours and two new coffee machines which were on display during this campaign.
As stipulated above, the initial campaign outline was to be flighted for 30 days, but due to the success of the media format, the client asked to extend the campaign for a further 30 days. The main campaign was to target all shoppers entering the centre and to drive traffic direct to the Nespresso Store, and ultimately drive increase in turnover. The visuals encapsulated a call to action, stating ‘Visit our store on the ground floor’, with actual images of the Nespresso Machines and the new Coffee capsules available, backdropped with swirls of coffee creamer and coffee beans. With the aid of MotionIcon UK & Europe’s Moving Media on the escalator steps, this was achieved, and store footfalls and sales increased satisfactorily during the 60-day period.
With the aid of MotionIcon UK & Europe’s innovative moving media format on the escalator steps, and some great artwork designed by Nespresso’s inhouse team, this campaign objective was achieved, and store footfalls and sales increased satisfactorily during the 60-day period. The brand Nespresso was exposed to over 2 million shoppers over the campaign period, and the consumer feedback, as well as the store and centre management was extremely good and encouraging.
MotionIcon UK & Europe