Wasserman Experience produces Nespresso event at Henley
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Nespresso has launched a brand experience campaign, promoting the Nespresso Club to consumers at key events across the UK and Ireland.
The ‘Connoisseur Club Experience’ is being used by Nespresso to re-affirm the brands quality coffee credentials and to encourage brand consideration to those who are not already customers. Wasserman Experience has produced the activity. The tour will visit four locations across Britain and Ireland. The events have been handpicked by Nespresso , targeting established high footfall events including the BMW PGA Championship in May; Taste of Dublin in June; Henley Royal Regatta at the beginning of July (July 1st – 5th) and Festival No.6 in Portmeirion, Wales (3rd-6th September).
The campaign creates an immersive sensory exploration of all Nespresso and the Nespresso Club has to offer. The experience will be used by the brand to: engage with and build brand affinity, boost popularity with new and current Nespresso customers, educate consumers on the Nespresso offering and ultimately drive consumers to become a part of the Nespresso Club.
To achieve this, Nespresso has designed and curated a bespoke, high-end two-tier structure to house their tasting experience. The structure is split into several areas where one-to-one elements of the Connoisseur Club are taken.
Taking what would involve a simple one minute sampling interaction, Nespresso’s Connoisseur Club Experience turns the tasting experience into a sensory exploration, helping to broaden consumer’s understanding and enjoyment of coffee though a series of fun and interactive sessions. Activities housed in the structure include: intimate Michelin Chef demonstrations, tailored triangulation tasting tests and a full social media campaign including a competitions offering lucky winners plus a guest the chance to join in the fun at one of the events.
The activity will be supported online through social media, using the #NespressoExperience hashtag.
