Shoppers looking for that perfect gift this Christmas are being enticed into buying a Nespresso machine through cleverly-positioned brand messages situated around the coffee leader’s main retail outlets and stores.
Nespresso’s Festive Delights campaign run by Primall Media, Primedia Unlimited’s shopping mall advertising specialist, is designed to make consumers aware of the great benefits and exclusive offers that are available on Nespresso machines.
“Targeting the LSM 10 bracket, the campaign makes use of big, bold centre court packages and sites that are close to points of sale to make a big impact in the targeted malls,” says Primall Media’s Executive: Sales & Marketing Lee Curtis. “For brands to be considered by consumers, they need to be in a relevant place, at the right time to drive behaviour.”
“Using digital screens to up-weight Nespresso’s awareness levels and the frequency of the message is a smart use of mall media and exemplifies how brands should be utilising the space. Being more prevalent in fewer malls is exactly what research by the Gordon Institute of Business Science (GIBS) – into how advertising impacts mall consumers – has revealed as being the most effective. Nespresso has executed this perfectly,” adds Curtis.
The national campaign started in November and runs until January at Menlyn, Gateway, V&A Waterfront, Sandton City, Brooklyn, Canal Walk and Tygervalley malls, a number of which boast designer Nespresso boutiques.