NESCAFÉ Dolce Gusto – Railway Station Event

Briefing

Nescafé Dolce Gusto is one of Switzerland's major coffee retailers – one in every four coffee machines which is bought in the country is a Nescafé Dolce Gusto. In 2015 its capsule system was one of the most successful of the year.

In 2016 Nescafé Dolce Gusto launched its Swiss "The art of starting the day better" campaign with five coffee varieties which embody the enjoyment of a Nescafé coffee in the morning.

For the campaign Nescafé Dolce Gusto commissioned Boost Group to organise coffee tasting sessions for the purpose of driving maximum attention to the brand and the ongoing campaign.

Concept

On the station platforms travellers were welcomed by sampling promoters and presented with one of the five morning coffee varieties. They were able to taste these at the Nescafé Dolce Gusto gallery designed by Boost Group, and take advantage of personal advice to select the right variety for them.

The customers were inspired by the friendly and relaxed atmosphere as the promoters presented the five coffee varieties. The main stand in the gallery also featured an artist, who created personalised ceramic coffee mugs for the customers free of charge.

Results

Boost Group presented the entire range of the morning coffee varieties from Dolce Gusto at busy shopper locations – the stations in Lucerne, Bern, Basle and Zurich.

The commuters were surprised by the promoters and encouraged to collect a tasty, freshly brewed coffee in the gallery. Every day around 3,500 persons were able to make a better start to the day thanks to their Nescafé Dolce Gusto Morning Coffee. Many commuters and potential customers subscribed to the Dolce Gusto newsletter, and more than 5,000 of them received a personalised, high-quality Dolce Gusto coffee mug.

Stand conception, personnel, logistics and implementation 'made by Boost'.

Quote

Jullien Bruderer, Brand Manager Nescafé Dolce Gusto states: "Nescafé Dolce Gusto represents the modern art of coffee. With our current campaign we are communicating the Art of Nescafé Dolce Gusto Morning Coffee in an impact-making way. Thanks to its railway station events Boost Group was able to get the message across to our target group in a highly direct manner."

Why Boost

It is all about emotions. We use our creativity, our retail and brand expertise to produce best of class marketing campaigns with tangible results. Our marketing concepts influence shoppers' buying behaviour and make brands more successful. We boost sales and build closer relationships between consumers, brands, clients and retailers.