Nespresso features Terence Lam in World Explorations campaign
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As we can hardly go abroad and travel has become a memory, Nespresso offers a new alternative through its latest World Explorations campaign, introducing a coffee range inspired by six international cities.
The campaign, devised by PR agency PLUG and driven through media agency OMD, targets two audience segments, namely coffee aficionados and go-getting young adults. As they are also passionate about travel, food and drink along with music, Nespresso then collaborates with Hong Kong singer-songwriter Terence Lam in a video, showcasing how Nespresso World Explorations transports audiences on a sensory journey to different cities, including Tokyo, Cape Town, Stockholm, Vienna, Shanghai and Buenos Aires.
Through the video, Nespresso hopes to offer Hongkongers both a much-needed sense of adventure and a taste of different cultures at a time when travel is limited. To further build awareness of the coffee range, the campaign leverages a number of touchpoints including Facebook, Instagram, YouTube and programmatic to reach out to audiences.
As for third party platforms, Nespresso partners with U Magazine, Holiday Smart and GOtrip.hk.
"Nespresso World Explorations allows coffee lovers to be transported to some of the world’s most vibrant cities through coffee, and together with PLUG and OMD, we have created a media campaign that invites Hongkongers to embark on a sensory journey with Nespresso and Lam," said Justin Lam, business executive officer of Nespresso Hong Kong and Macau.
"We want to showcase how one can experience different cultural traditions in Hong Kong through this campaign. All it takes is a sip of Nespresso coffee," he added.
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