ZenithOptimedia and Nespresso have launched the Nespresso coffee machine to South African coffee lovers. The campaign started with an above-the-line ad starring George Clooney, and is flighting through to Christmas Day to raise awareness and encourage purchase.
Margie Knap, Business Unit head at ZenithOptimedia, says that “insights into the upper LSM category which were presented to Nestlé’s Boutique and Marketing Manager in Dubai, were extremely well received. We honed in on the market that would most appreciate and purchase a Nespresso coffee machine”.
“Our new client was so impressed with our initial strategic presentation that they increased the original investment level by over 25%”, says Knap.
“Capturing the attention of the upper LSM market is probably the hardest segment of the population to reach. However, having an acute understanding of all media platforms gave us insight into DSTV being the best platform to capture attention and offer consumers the opportunity to view the units,” she says.
Knap adds that traditionally, pay television can yield high CPPs (Cost per Point), however by focusing exclusively on this media, ZenithOptimedia was able to negotiate the best possible financial arrangement for Nespresso, which translated into additional exposure across channels with the best ratings against the target market.
A flagship Nespresso store was launched recently in Sandton City, with on-air presence timed to coincide with the launch of the Nespresso coffee machine.