Nespresso
108-Day Invasion Tour
Tasting is believing
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NESPRESSO 108-DAY INVASION TOUR

How do we amplify brand awareness around the new  Nespresso VertuoLine Coffee System  and increase nationwide sales?


Under the motto “tasting is believing,” MAS introduced consumers to Nespresso’s superior coffee experience in 21 locations over 180 days. We constructed an impressive 60-foot geodesic dome, built to mimic the look and shape of the Nespresso capsule, where guests could interact with the VertuoLine machine and get a taste of Nespresso’s delicious coffee.

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Through a human-sized touchscreen, a specific coffee flavor was curated for each consumer based on their answers in the “Which Grand Cru Are You?” interactive installation. From there, a trained barista would guide guests through whipping up their own cup of freshly brewed Nespresso coffee using a VertuoLine machine. Other iterations of the tour included retail pop-ups, as well as full-scale boutiques in NYC’s iconic Grand Central Station and Washington D.C.’s Union Station.

A great success, the tour resulted in 359,035 complimentary coffee tastings across all locations. By activating in retail locations where Nespresso machines are sold, MAS was able to dramatically increase Nespresso’s key account sales: 129% at Williams-Sonoma, 44% at Bloomingdales, and 41% at Macy’s.

Additionally, the “Which Grand Cru Are You?” installation won EventMarketer’s Gold Ex Award in The Best Use of Technology category.

A great success, the tour resulted in 359,035 complimentary coffee tastings across all locations. By activating in retail locations where Nespresso machines are sold, MAS was able to dramatically increase Nespresso’s key account sales: 129% at Williams-Sonoma, 44% at Bloomingdales, and 41% at Macy’s.

Additionally, the “Which Grand Cru Are You?” installation won EventMarketer’s Gold Ex Award in The Best Use of Technology category.