|Title||George Clooney Cine|
|Campaign||Nespresso George Clooney 2 - Nestlé|
|Business Sector||Coffee, Tea, Chocolate Drinks, Breakfast Drinks|
|Tagline||Nespresso. What else?|
Nespressos marketing strategy is to be the super premium coffee brand. Nespresso aims to offer The Ultimate Coffee Experience. Since Nespresso opens several markets every year, while deepening its penetration in its conquered markets, Club Membership grows quickly. However, as the market expanded considerably over the last 10 years, a series of mass market competitors recently entered.
At the end of 2007, Nespresso and its agency faced a double strategic communications challenge: in its most mature markets and in new markets. As a response to this challenge, the Nespresso George Clooney II campaign was summed up in a simple, straightforward, easy to remember claim Nespresso. What else? which encompasses all the communication objectives as it conveys superiority, prestige and a strong association between George Clooney and Nespresso. The creative strategy was based on comparing George Clooney with Nespresso, to show that Nespresso is preferred over the star.
The communications strategy offered consumers an unforgettable media experience. In all markets, TV was prioritized to deliver massive support in order to build awareness and to create highly-emotional contacts among a large population of coffee drinkers. Magazines, OOH and the Internet were also included in the mix to bring the brand closer to the lifestyles of bons vivants and independent design addicts.
The key objectives of the campaign were the significant increase of Club Membership by stimulating brand awareness. The objectives were exceeded by a large margin. Club Membership was increased over the 100 % objective in new low-competitive markets like Spain and Portugal, over the 30 % objective in new high-competitive markets like Italy and Germany and widely over the 15 % objective in mature markets like France and Switzerland. Furthermore, the campaign was efficient at improving brand awareness, coherently with brand maturity and level of competition in each individual market.
|Actor / Celebrity||George Clooney|
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