Courage to innovate: sustainability in the digital showroom
Nespresso restages digital brand experience on the topic of sustainability with iq digital and station3
Shops in the city centres are closed, car dealerships only offer a view through large window panes, trade fairs and events are not even taking place - the pandemic has made the brand and product experience partially impossible in recent months. For Nespresso and iq digital, this was reason enough to boldly explore new communication channels: The first digital Nespresso showroom offers a new shopping experience in the digital world. With iq digital and station3, Nespresso has found the right partners to implement such an innovative project.
Innovative showroom for new brand experience
The Nespresso brand, known for its exclusive stores, has recognised the sign of the times and commissioned iq digital to create a completely new customer experience in the digital space. "These are exactly the tasks we are passionate about in the iq digital team: Thinking completely new for bold customers and creating innovative product solutions that work," says Tim Rottländer, Director brandstudio. The result was a digital showroom concept for which the creative marketer immediately brought a partner on board. Together with the agency station3, the coffee experience was digitally recreated, rooms were staged, Nespresso machines were brought to life in 3D and the store feeling was transported into the digital world.
More space for sustainability
In addition to new products and a cup of coffee, many topics related to the brand can now be experienced. A special focus is on the topic of sustainability: for example, the brand shows the strong measures it has been taking for years to make coffee enjoyment more sustainable and to promote the recycling of aluminium capsules. By the end of 2022, Nespresso also wants to offer its coffee in a climate-neutral way. The topic of sustainability in particular is close to iq digital's heart and is thus always an important component in its collaboration with customers. Since April 2021, the marketer has also had an innovative ecoAD in its product portfolio, thus laying the foundation for "green advertising".
Trusted media for important, socio-political issues
The showroom complements Nespresso's omnichannel approach and now digitally extends the premium coffee experience with interactive features. From July to December, this can be discovered as a content marketing campaign on the premium media brands FAZ.NET, Handelsblatt Online, SZ.de, Tagesspiegel, WirtschaftsWoche Online and ZEIT ONLINE. Steffen Bax, managing director of iq digital sums up the relevance of this: "Content marketing raises awareness for topics that are really important to our readers. That is why we have given ourselves the mission not only to be marketers, but above all to be communication service providers in partnership. We provide avenues for messages and generate relevance. Nespresso is a great example of this added value, which makes us the most qualitative marketer in Germany with our brands."
Digital showroom on 6 media portals:
ZEIT ONLINE: https://cmk.zeit.de/cms/microsite/12804/nespresso-showroom
Contact iq digital:
Commercial Marketing Management
Tel.: 0211 887-2320
iq digital media marketing gmbh
As a joint venture of FAZ Verlag, Handelsblatt Media Group, Süddeutsche Zeitung Verlag and ZEIT Verlag, iq digital stands for high reach in the areas of news and business/finance as well as for special interest offerings to address pointed target groups. The portfolio includes high-calibre digital offerings in the areas of general news, business & finance, specialist media and millennials: websites such as Der Tagesspiegel, FAZ.NET, Handelsblatt Online, Süddeutsche Zeitung, WirtschaftsWoche Online and ZEIT ONLINE provide decision-makers with up-to-date information on all relevant topics on a daily basis. The portfolio also includes ada, areamobile.de, ARIVA.DE, brandeins.de, Edison.media, Femeda.de, Hallo-Eltern.de, INGENIEUR.de, jetzt.de, karriere.de, orange by Handelsblatt, Spektrum.de, SZ-Magazin.de, ZEIT-Magazin.de and ze.tt as well as the B2B network fachmedien and mittelstand digital. With a total digital reach of 37.11 million digital unique users, iq digital is one of the leading marketers for digital quality media and media brands.
Source: agof daily digital facts; 24.02.2021, Ø month (of the last 3 months (Nov 20 - Jan 21); media combination of Der Tagesspiegel (df Total), iq digital (df VR); population 16+.