MILANO

BRIEF

Nestlé looked to Tribe to create a memorable launch for their newly developed machine – to both invited customers and a wider consumer audience...

Nestlé Professional, a world leader in innovative business solutions and menu shaping across the hospitality sector, enlisted Tribe to launch the new Nescafé Milano II coffee machine at The 2016 London Classic Car Show.

An event chosen by tribe based on our target audience demographic, male ABC1, status driven.

EXPERIENCE

To showcase the new machine we created the ‘Exhibition Of Innovation’ where we guided visitors to the stand through the history of Nescafé with a visual timeline, Nescafé machines through the ages and virtual reality headsets transporting them to the coffee plantations where Nescafé coffee beans originate.

Consumers were welcomed by Brand Warriors to complete their multi-sensory experience by relaxing with a cup of their favourite Nescafé Milano coffee in a dedicated VIP area for invited guests.

REACTION

Showcased the new machine to an audience reach of 33,000 over 4 days and over 2,000 stand visitors with a dwell time of over 5mins.

1,500 coffees sampled – 120% of target (due to focus on consumer experience rather than high sample rate focus)

100% vs. target of sales leads with those invited customers