Inspiration & Challenge
For the launch of Nespresso’s new World Explorations 2021 range of Lungo coffees, BDB was tasked with raising awareness and driving desire for the new collection in a global campaign. We partnered with avid coffee-drinking influencers from across the globe to tell the story of the new collection and how it was inspired by distinctive coffee cultures from Buenos Aires to Tokyo. We also created a toolkit for local markets to activate the campaign in their own territories.
Execution & Creativity
To engage Nespresso’s primary target audience of Trendy Coffee Explorers, we invited them to travel the world from the comfort of their sofas and discover the coffee cultures of Buenos Aires, Stockholm, Vienna, Tokyo, Shanghai and Cape Town. We recruited 6 hero influencers, 1 from each city, who took on the role of tour guides, as we explored their city’s coffee culture through their eyes in a series of IGTV videos and beautiful imagery. Coffee connoisseurs in their own right, our influencers took their followers along for the multi-sensory journey as they delved into local coffee-brewing and coffee-drinking rituals.
FACTS & FIGURES
This was an extremely well-received campaign, with the Tokyo video collecting the most views for a Nespresso piece of content to date.