Nespresso Boutique Launch

Event Marketing

Case Study:

OBJECTIVE

Develop a creative campaign to launch Nespresso’s first flagship boutique bar in Toronto while leveraging TIFF to raise brand awareness among media and targeted consumers.

APPROACH

  • Produce a Nespresso Pop-Up Café on King Street West beside the “Hollywood Reporter” lounge during TIFF
  • Produce a sensory-driven event experience for influencers, media and Nespresso Club Members representative of the Nespresso brand
  • Align Nespresso with Paul Haggis’ film “Third Person” starring Mila Kunis, Olivia Wilde and Adrien Brody through integrated touch points
  • Produce a launch event at the Nespresso Boutique Bar with the thematic of celebrating Toronto’s diversity through a variety of elements including food, art, culture and music:
    • Food: Engage five top chefs from different culinary backgrounds to prepare dishes infused with Nespresso coffee
    • Culture: Engage celebrity photographer Caitlin Cronenberg to create photo installation pairing Toronto landmarks with the personas of the 21 different Nespresso Grand Cru flavours
    • Art: Display rolling digital images of the Grand Crus on the exterior of the boutique using projection mapping
    • Music: Engage Canadian singer/songwriter Chantal Kreviazuk to perform at the event
  • Post event, all guests sent  an “Espresso Table Book” post event featuring Caitlin’s photos in order to keep boutique top of mind

RESULTS

  • 250 guests in attendance,  including top media talent and influencers
  • The Mint Agency was successful in generating awareness for Nespresso’s flagship boutique among media and consumers in Toronto.

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