Nespresso needed to attract younger consumers to their brand. We thought they could be reached through the brand’s longstanding association with film.
Insight and strategy
This generation is watching more and more mobile content–and they’re doing it vertically. So to meet this demand, we issued a challenge to short filmmakers the world over, to tell their tall stories in an innovative and surprising way.
We issued a challenge to short filmmakers the world over, to tell their tall stories in an innovative and surprising way.
Introducing Nespresso Talents, a unique vertical film contest.
We commissioned three breakthrough short filmmakers to create vertical films, inspiring contestants to enter Nespresso Talents 2016, showing new ways to tell a story through the vertical format.
Our challenge was launched during the Berlinale. Then the challenge went out to film schools, caught the imagination of bloggers and was amplified online with an exclusive contest partner.
When the contest closed, it exceeded all expectations, attracting over 384 submissions from filmmakers in 38 countries, culminating in the three best films being showcased at the Cannes Film Festival.
Press and bloggers fell for the vertical format, and the campaign generated 1,700 mentions, 85 million impressions, including 10% earned reach, and 99.7% net positive sentiment. Not to mention a huge amount of vertical mobile content.
By reinventing their sponsorship of film in this unique way, Nespresso succeeded in bringing a wider and younger audience closer to their brand.