Client: L’Oréal Paris Haircolour
19050-85090000Client: Nespresso Date: December 13th, 2013 Mandate:Propose an original experiential activation in key Canadian Cities with an online amplification Brand Information: Nespresso is the brand name of Nestlé Nespresso S.A., an operating unit of the Nestlé Group based in Lausanne, SwitzerlandNespresso’s story began 25 years ago with a simple but revolutionary idea - to create the perfect cup of Espresso coffee with exquisite crema, tantalizing aroma and full-bodied taste - just like skilled baristas.As the worldwide pioneer, Nespresso redefined the way coffee lovers around the world enjoy their Espresso coffee through a unique combination of premium quality Grand Cru coffees, smart coffee machines and exceptional customer services.The culmination of these three elements came to be known as the Nespresso Ultimate Coffee ExperienceAbove all, it is the continuous quest for innovation and pursuit of excellence that drives Nespresso.The Brand signature is Nespresso What Else?Nespresso has been emerging in the Canadian market for the last 5 years and its presence both in terms of market share and footprint, is growing year after year.We can find the products in flagship boutiques (1 boutique in Montreal and 1 in Toronto), in specific points of distribution (Hudson’s Bay and other retailers) and online. The E-commerce site is a very important aspect for this brand.Website: pods are only available in boutiques or online. They are not available in retailer stores.The coffee machine & coffee pods market is very competitive in Canada with well established brands such as Keurig, Tassimo and Starbucks. But Nespresso has its main points of differentiation which are the quality of its coffee and its positioning as a luxury brand. Consumer:Core target: A25-54 with high house hold income (100k+) Interests: urban, news, foodie, home decor, trendy, image consciousCompetition: Keurig, Tassimo and StarbucksTask:Propose brand activations in key cities that embrace consumers and puts forward the brand’s complete experience. Be Inspiring, creative, original, out of the box and premium (this is a great luxury brand); remember think about the idea will need to be amplified digitally (a la Westjet)This activation will be done in time for a product launch in April.Timing:April (launch) – priorityOther key periods for future activations or if any specific opportunitiesMay/JuneHolidays (Nov/Dec)Key Cities: Toronto/MontrealActivations may be extended to other key cities.Budget: no budget fixed at this moment we are looking for the idea.Next Steps:Brief phone presentation – Friday 13thExamples of your agencies best activations and locations which would make sense- Monday 16thFinal Proposal: January 7th 2014 ................
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