{"id":76056,"date":"2019-02-15T14:38:13","date_gmt":"2019-02-15T05:38:13","guid":{"rendered":"https:\/\/www.ad-comm.jp\/?post_type=portfolio&#038;p=76056"},"modified":"2020-01-22T15:47:12","modified_gmt":"2020-01-22T06:47:12","slug":"nespresso","status":"publish","type":"portfolio","link":"https:\/\/www.ad-comm.jp\/?portfolio=nespresso","title":{"rendered":"Nespresso"},"content":{"rendered":"<p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;30&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;80&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_custom_heading text_size=&#8221;fontsize-506190&#8243; text_font=&#8221;font-553617&#8243;]Nespresso[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;h3&#8243; text_size=&#8221;h3&#8243; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221;]<em>Creating Brand Relevancy by Engaging and Inspiring Audiences through New Platforms.<\/em>[\/vc_custom_heading][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner width=&#8221;2\/3&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; text_space=&#8221;fontspace-114873&#8243; text_font=&#8221;font-555555&#8243; text_weight=&#8221;300&#8243; text_transform=&#8221;uppercase&#8221; sub_lead=&#8221;yes&#8221; css_animation=&#8221;left-t-right&#8221;]<span style=\"color: #333333;\">In brief<\/span>[\/vc_custom_heading][vc_column_text]<span style=\"color: #333333;\">Nespresso wished to grow its business in Japan and be recognized as the icon for perfect coffee. The brand\u2019s iconic global TVC campaigns featuring George Clooney were highly successful and resonated strongly in many markets, but research indicated lower than optimal relevancy in Japan. Additional approaches were needed to move the target audience in Japan, and Ad-comm was engaged to provide a strategic direction.<\/span><\/p>\n<p><span style=\"color: #333333;\">Japanese consumers are known for their love of premium brands\u2014but they are discerning, demanding to see the trustworthiness, innovativeness and reliability of the brand in order to view its products favorably. Brand affinity\/loyalty must be earned, and it is up to the brand to make sure that is well understood.<\/span><\/p>\n<p><span style=\"color: #333333;\">Ad-comm Group developed and executed integrated communications programs that moved the target audience from awareness of Nespresso through the Clooney TVC, to market relevant consideration and purchase. <\/span>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;80&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_row_inner][vc_column_inner width=&#8221;1\/1&#8243;][vc_raw_html]JTNDdmlkZW8lMjB3aWR0aCUzRCUyMjEwMCUyNSUyMiUyMGhlaWdodCUzRCUyMmF1dG8lMjIlMjBhdXRvcGxheSUyMGxvb3AlMjBtdXRlZCUyMHBsYXlzaW5saW5lJTNFJTBBJTIwJTIwJTNDc291cmNlJTIwc3JjJTNEJTIyaHR0cCUzQSUyRiUyRmFkLWNvbW0uY29tJTJGd3AtY29udGVudCUyRnVwbG9hZHMlMkZ2aWRlbyUyRm5lc3ByZXNzb193ZWIubXA0JTIyJTIwdHlwZSUzRCUyMnZpZGVvJTJGbXA0JTIyJTNFJTBBJTNDJTJGdmlkZW8lM0U=[\/vc_raw_html][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner width=&#8221;1\/3&#8243;][vc_single_image media=&#8221;76696&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_single_image media=&#8221;76695&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;400&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_single_image media=&#8221;76693&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;800&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;80&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;76692&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;50&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;80&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; row_height_use_pixel=&#8221;&#8221; row_name=&#8221;Design&#8221;][vc_column column_width_use_pixel=&#8221;yes&#8221; position_vertical=&#8221;middle&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; medium_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; zoom_width=&#8221;0&#8243; zoom_height=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; row_height_use_pixel=&#8221;&#8221;][vc_column_inner column_width_percent=&#8221;100&#8243; position_horizontal=&#8221;left&#8221; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; medium_width=&#8221;0&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; zoom_width=&#8221;0&#8243; zoom_height=&#8221;0&#8243; width=&#8221;2\/3&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; text_space=&#8221;fontspace-114873&#8243; text_font=&#8221;font-555555&#8243; text_weight=&#8221;300&#8243; text_transform=&#8221;uppercase&#8221; sub_lead=&#8221;yes&#8221; css_animation=&#8221;left-t-right&#8221;]<span style=\"color: #333333;\">What we did<\/span>[\/vc_custom_heading][vc_column_text]<span style=\"color: #333333;\">Our approach was to create brand understanding, and subsequently aspiration for the Nespresso proposition by combining the Clooney campaign with locally relevant communications. We have created digital and experiential platforms, and provide media content that enhances brand comprehension.<\/span><\/p>\n<p><span style=\"color: #333333;\">Our strategy has included tasting events for consumers and media, co-marketing initiatives with relevant premium brands, and an influencer engagement program.<\/span><\/p>\n<p><span style=\"color: #333333;\">The robust digital platform we created has resulted in on-going engagement with users and target consumers. Aligned with Nespresso\u2019s marketing plan, we conceptualize and develop exciting content for promotions and seasonal campaigns. <\/span>[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;76026&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;76027&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;400&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;80&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;76155&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;76032&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;76033&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;400&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column_inner width=&#8221;1\/4&#8243;][vc_single_image media=&#8221;76036&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221;][\/vc_column_inner][vc_column_inner width=&#8221;1\/4&#8243;][vc_single_image media=&#8221;76040&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;400&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_single_image media=&#8221;76038&#8243; media_width_percent=&#8221;100&#8243; css_animation=&#8221;bottom-t-top&#8221; animation_delay=&#8221;800&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;30&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;4&#8243; bottom_padding=&#8221;4&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;80&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_custom_heading text_size=&#8221;fontsize-506190&#8243; text_font=&#8221;font-553617&#8243;]Nespresso[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;h3&#8243; text_size=&#8221;h3&#8243; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221;]Creating Brand [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":76689,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-76056","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/portfolio\/76056","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=76056"}],"version-history":[{"count":13,"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/portfolio\/76056\/revisions"}],"predecessor-version":[{"id":76709,"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/portfolio\/76056\/revisions\/76709"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=\/wp\/v2\/media\/76689"}],"wp:attachment":[{"href":"https:\/\/www.ad-comm.jp\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=76056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}