NESCAFÉ GOLD banks on Out of Home
Donnerstag, 28. Juni 2018:
CULTIVATED WITH CARE – FOR MOMENTS THAT MATTER! NESCAFÉ presents the new GOLD RANGE and is banking on the Out of Home media of Gewista as part of the relaunch of its Star-Product group NESCAFÉ GOLD. Digital City Lights on Vienna’s Mariahilferstraße and two waiting hall brandings at the Vienna Ringstraße and Neubaugasse demonstrate, not only how beautifully proportioned the new, high-quality packaging design is, but also give an aromatic sample of the new and improved formulation.
NESCAFÉ GOLD refined blend, NESCAFÉ GOLD Cap Colombie, NESCAFÉ GOLD Crema, NESCAFÉ GOLD Mild and NESCAFÉ GOLD decaffeinated – that’s five varieties of the Premium Range now newly launched with modern, extremely high-quality packaging design, as well as improved formulation. The new products will be presented via the Out of Home media of Gewista. In addition to the Digital City Lights on Vienna’s most frequented shopping street, Mariahilferstraße, two waiting hall brandings, as a special form of advertising, can be seen at the wide-coverage locations of Opernring and Neubaugasse. The waiting halls, in Total Look, are equipped with City Lights and atmospheric NESCAFÉ motifs on the glass surfaces, displaying the new products. The highlights of the promotional presentation are fragrance-installations that spread the pleasant aroma of coffee throughout the waiting halls – a fragrant pleasure for all coffee lovers.
Tina Dorfmeister MA, Senior Brand Manager NESCAFÉ: “The relaunch of our most important product group, NESCAFÉ Gold, is supported by a 360 degree campaign. We are very happy that we can also strongly emphasize the main points in the OOH-sector and are convinced that the campaign is perfectly rounded off with this special form of promotion, including the captivating aroma of coffee.”
“Waiting hall branding, as an Out of Home form of advertising, enables ever more diverse and creative design possibilities that the Gewista-“Innovative & Ambient Media”-Team have developed and implemented in collaboration with our clients”, says Andrea Groh, Gewista CEO. “NESCAFÉ makes use of the full spectrum of this form of advertising as promotion for its new GOLD RANGE Star-Product Group, by means of an optimal Total Branding and crowns it all off even further with a fragrance –installation that turns the waiting hall into an oasis of coffee pleasure. The choice of top, wide-coverage locations on Opernring and in Neubaugasse give this promotional Eye Catcher an extremely high level of sustainability for consumers. The campaign is also rounded off in a high level manner by reserved Digital City Lights on the Mariahilferstraße.”
Contracting Client: NESCAFÉ Nestlé Österreich
Media Agent: IPG Mediabrands
Advertising form/Out of Home-Mediamix
• Digital City Lights/ Mariahilferstraße from 25.6 – 1.7.2018
• Special advertising form: Waiting hall branding in Total Look at 2 locations: Opernring and from 21.6 – 4.7.2018.