Here in the Creative Department, we love when clients come to us with an idea for a unique way to use our medium. Adspace provides many options to acutely target an advertiser’s message towards the desired demo. One of our strongest capabilities is allowing for multiple copy changes (by market, dayparting, mall specific, etc.). That’s something you just don’t get with static!

Nespresso’s recent campaign is a great example of this. Their main objective was to drive traffic into their boutique where shoppers could browse the latest line of machines while enjoying a complimentary coffee tasting. Our Smart Screens’ strategic placement, only steps away from the point of purchase, provided a unique advantage to capture shoppers’ attention and motivate them to visit the store; even if they had not originally planned to.

Nespresso could have simply made a branding spot with a store location. But instead, they took it a step further with a personalized call to action triggered by the time of day. That is, they played a separate piece of creative in the morning, the afternoon, and in the evening. The morning ad promoted a bold coffee blend to get the day started. The afternoon ad promoted a balanced blend to sustain shoppers. And the evening ad promoted a less caffeinated blend, perfect to wind down the day.

Nespresso provided us with great creative assets, including hi-res images of the individual flavor blend capsules, a hi-res image of their new VertuoLine machine, a circular montage graphic of many of the capsules together, and print ads they had previously used. These assets, along with their dayparting direction, were plenty to get our creative juices flowing.

Each spot opened with a graphic animation that used the montage capsules to represent the sun. For the morning spot, there was a sunrise, the afternoon spot featured a sun going across the sky, and the evening spot showcased a sunset.

We also played up the unique characteristics of the capsules used in the VertuoLine machine by making them prominent at the top. Each flavor blend capsule was a unique color and their design was sleek and sophisticated. The color changes emphasized the three creative copy changes.

Additionally, a different greeting was used based on time of day. For example, between the hours of Mall Opening to Noon, the spot read “Good Morning, Join Us for a Complimentary Coffee Tasting,” with the exact store location inside the mall tagged.

The combination of the above elements resulted in a fantastic series of ad creative and a great execution of dayparting, which provided real value to the consumer. It is clear that Nespresso got a lot of bang for their advertising buck.