Nespresso, the super-premium portioned coffee brand, offers "The Ultimate Coffee Experience" through all the elements of its marketing mix.
The key objective of the campaign was to significantly increase club membership, in one year (from September 2008 to September 2009): in UK by +30%, in Spain & Italy by +20% and in Portugal & Switzerland by +10%.
The communications strategy was to engage consumers in a totally new brand experience to revitalize their interest in the saga through 3 new dimensions: firstly, the integration of a participative mechanic at the core of the programme: for the first time, the public could influence a TV saga by choosing its new episode; secondly, a multichannel deployment, to engage consumers in a plural brand experience: the GCIII campaign made a novel use of digital touch points; thirdly, the sequencing to engage consumers during the year-end key period.
In the first phase of the campaign (October 2008), nespressowhatelse.com website was launched and Club Members were invited to discover the 2 new films and to select the one which would be aired on TV.
In the second phase (November-December 2008), all web users were invited to vote for the best alternative ending. The campaign started on TV with the 30' spot chosen by Club Members. In parallel, the print campaign ran in premium magazines and high quality outdoor billboards.
The George Clooney III campaign proved to be successful on Communication and Business KPIs in each individual market, attaining the objectives defined according to their degree of maturity. In the UK, Nespresso increased its total awareness by 75% against target of 50%, by 72% in Spain and 32% in Italy against target of 25% and by 31% in Portugal and 17% in Switzerland against target of 15%.
Title "George Clooney III"
Agency McCann-Erickson Paris
Agency ZenithOptimedia, Boulogne-Billancourt
Brand Name Nespresso
Market Switzerland, United Kingdom, Italy, Portugal, Spain
Country of Production France
Type Television & Cinema
Awards EFFIE France, 2009 (Grand Prix)
EFFIE France, 2009 (Winner) for Food & Beverage
EURO EFFIES, 2010 (Bronze) for FMCG
Actor / Celebrity: George Clooney
Anuncio de televisión "George Clooney III" hecho por la agencia de publicidad "Mccann Erickson Paris" para el producto: Nescafe Nespresso (marca: Nescafe) Francia. Fue producido en sep 2008.