Nespresso’s ‘Happy Hour’ events tap into early morning shift
Nespresso is happy with its attempt to redefine what ‘happy hour’ means for young people, with events in Sydney and Melbourne last month tapping into the cultural shift of young people swapping their late nights for early mornings.
Nespresso brought free DJ sets to the two cities in February, promoting its new iced coffee product range.
The events were based on the insights that young Aussies are drinking less alcohol and seeking to reclaim their “me-time”. Nespresso felt that with the rise of run clubs and the ‘cafe rave’ trend, there was an opportunity to energise the beloved morning coffee ritual.
Featuring homegrown artists Winston Surfshirt and Cosmo’s Midnight, Nespresso worked with its earned creative partner Poem to create an activation that invited Aussies to experience the free DJ sets while sipping Nespresso iced coffees.
Over the two mornings in Sydney’s Bondi and Melbourne’s Collingwood, more than 450 young Australians visited the activations, including 90 creators, talent, and their guests.
Lifestyle creator Sopha Dopha
Creators included lifestyle influencers Sopha Dopha (Sophia Begg), Zig’s Mom (Carmen Azzopardi) and Adelle Petropoulos, as well as former AFL player Tom Cutler, former international rugby league player Eloni Vunakece, and Home & Away actress Alea O’Shea.
There were 55 contra guest social posts, with a total following of over 4 million.
Nespresso’s head of marketing, Michelle Katz, told Mumbrella that Poem delivered incredibly on the brief.
“Seeing so many early rising Nespresso guests make the effort and embrace the ‘Happy Hour’ events was incredibly rewarding for the entire team involved,” she said.
“Everyone really enjoyed our DJ’s and the iced coffee all of which validated the activation strategy wholeheartedly.”
Poem’s general manager, Rhania Farah, seconded that the turn out was the most rewarding part of the campaign.
“From the get-go, Nespresso were open to a new way of thinking and willing to take a risk by trying something different,” she told Mumbrella.
“While we were all confident in the multichannel earned strategy, it was still amazing to see such a diverse crowd of guests across the states queuing up and having a great time with an iced coffee and fab tunes – it was so much fun.
“The consumer response exceeded all expectations, so next time we’d love to bring it to more locations across the country for more people to experience.”
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
Cosmo's Midnight
Happy Hour
iced coffee
Michelle Katz
Nespresso
Poem
Rhania Farah
Winston Surfshirt
Have your say