Nespresso: Singaporeans drinking more coffee following Black Friday

Mark Habergham, Rohit Mishra, Yiyao Zhang, Chanel Wee

Portioned coffee brand Nespresso used an approach that majored on mobile and personalisation to drive brand consideration and increase sales in Singapore.

Campaign details

Brand: NespressoBrand owner: NestléLead agency: Neo Media WorldCountry: SingaporeIndustries: Hot drinksMedia channels: Email marketing, Mobile & apps, Online video, Programmatic display, Search marketing, Social mediaBudget: Up to 500k

Executive summary

Nespresso is the market-leading brand for portioned coffee in Singapore, but increased competition and a reduction in budgets has made it even more important to deliver innovative strategies and communication plans to ensure that budget efficiency and effectiveness are maximised.

The Q4 festive period is a huge time of the year for Nespresso, with big...

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