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 2020 London Classic Car Show.
This was an event chosen by Tribe, based on the target audience demographic: status-driven, male ABC1s.
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. This showed Nescafé machines through the ages and included virtual reality headsets, transporting consumers 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.
We demonstrated the new machine to an audience of 33,000 over 4 days and served 1,500 coffees
– 120% of target (due to focus on consumer experience rather than high sample rate focus).
Mon - Fri: 9am - 6pm