Goals and objectives
It is expected from a brand, stating that "Nespresso is not just a coffee. It is a sensorial experience" to provide a sensorial experience, which is unique to individuals.
Though Nespresso mostly appeals to sight in its marketing strategy and delivers well-created visual value (in terms of product design, store concept, and commercials), this Consumer-Generated Campaign anticipates what else people might consider valuable. The main campaign objectives therefore were:
- Add the hedonic value to consumer’s coffee experience in a fun and entertaining way.
- Enhance and customize consumer coffee selection at the individual level.
- Relate consumers’ personalities to the purchase of certain coffee flavours.