Cannes Lions

Training Day

McCANN NEW YORK, New York / NESPRESSO / 2016

Case Film
Film
Supporting Images

Overview

Entries

Credits

Overview

Description

We needed to communicate the Nespresso coffee experience is notably superior to the average American cup of coffee. Therefore, we utilized our Nespresso brand ambassador, George Clooney, as the epitome of good taste and refinement, set against Danny DeVito whose character represented the average American (and average coffee). We leveraged George who is a living embodiment of great taste, to teach Americans (via showing Danny the way) an appreciation of the finer, more luxurious thins. Within this context, George also showed Danny that he’s ready for an upgrade from a lesser coffee – to this more superior, Nespresso coffee experience.

Execution

• Implementation

The ‘A Cup Above’ campaign put significant paid support behind the new George Clooney creative across TV, Digital and Social

• Timeline

w/o 11/2/15 – w/o 12/21/15

• Placement

The TV campaign premiered with a :60 TVC on Monday Night Football and continued to be featured during premium programming including, the Macy’s Thanksgiving Day Parade, Sinatra 100: All-Star Grammy Concert and the Dancing With the Stars Finale

Digital Partners: Food & Wine, Conde Nast, Wall Street Journal, Flipboard, YouTube; a mix of video and high-impact custom units and takeovers were featured in the campaign

Social Partners: Facebook, Instagram, Twitter, Pinterest

• Scale

National campaign with heavy-ups in key local markets

TV campaign delivered over 600 National GRPs against US A25-54

The digital campaign garnered more than 250MM impressions, 11MM clicks/engagements, and 6MM completed video views

Outcome

• Overall results were extremely positive as an outcome of the 2015 Fall campaign

o 123% lift in brand mentions

o 7% increase in share of voice versus competitors during first 14-days

o 191% increase in purchase intent mentions in social media after the campaign launched

o 113% increase in Nespresso.com daily traffic since launch (compared to pre-campaign website traffic @ an average of 22,144 visits per day)

o Social video completion rates are above average in all social channels (FB, Twitter, Instagram)

o Earned spoof of Training Day TVC on NBC’s Saturday Night Live

• On Facebook, the Training Day spot achieved the highest Organic Reach & Engagement for the brand in 2015

o Training Day Video Views: 2.787M

o Engagement: 18,037 Likes - 868 Comments - 6,179 Shares

o FB completion rate of TD :90 is 8.5% (which is 8.5X higher than the average promoted video completion rate)

• On YouTube, Training Day had over 2MM views (2,692,579) and 91% positive sentiment

• From a PR perspective, there

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