NESCAFÉ in beans - Sigep 2018
B2B multi-channel strategy for the launch of NESCAFÉ in beans
- communication strategy
- concept & content creation
- events & exhibition
- below the line
- web design & digital activation
- video editing
- booth set up
- communication materials
- linkedin campaign
- landing Page
- video
With 80 years of expertise and leadership in the soluble market, NESCAFÉ has launched a new range of coffee beans for the Cafeteria and Hotel channel. A step forward that coincides with an even more complete commercial offer, encapsulated in the Nestlé Professional concept "YOUR TOTAL COFFEE PARTNER".
The opportunity to communicate this innovation to sector operators? Sigep 2018.
ATC played a key role in this scenario. It was essential to accelerate the innovation of a constantly developing brand which does not stop at its core business.
Starting from a competitor analysis and with full respect for the brand identity, ATC created an organic and multi-channel B2B launch plan.
In the design of the stand, the choice of materials, visuals and messages differentiated according to products and consumption situations, they had to emphasise equally the specific nature of NESCAFÉ production and the breadth of supply for the channels targeted.
At the same time, a digital strategy related to recruitment was an opportunity to activate a real brand content operation.
A centralized "hub-stand" able to convey the spirit of NESCAFÉ yesterday, today and tomorrow. The starting key-concept found its ideal reflection in an immersive space divided into thematic areas: a central focus, with the spotlight on tasting the new coffee beans, a video telling the story of the NESCAFÉ supply chain; with the rest of the stand devoted to the celebration of various technological and product solutions to support bars and hotels.
The LinkedIn campaign, featuring teaser posts and the informative mini-site yourtotalcoffeepartner.it proved to be the ideal touchpoints to convey to the professionals in the sector the new consumption trends and the internal motivations that have led to this new corporate step-up.
The competitive analysis and the enhancement of the brand identity functioned as a springboard for an organic and multi-channel B2B launch plan.