The brief: 'Stay Curious'
Targeting ambitious urbanites with the ‘Stay Curious’ mantra was central to Nescafé Azera and this campaign, with the brand wanting to associate itself with a sense of adventure, rewarding its customers for ‘being curious’ and discovering new experiences.
The brief
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Nescafe Azera – Stay Curious
Cities are all about new experiences and we know Time Out users are early adopters and trend-setters. With that comes an innate curiosity and appetite to share new, cool experiences across social media and with peers. The more exclusive and unique the experience, the more it gets shared.
The insight
We brought Nescafe Azera’s Stay Curious campaign to life across a 4 day series of events within a bespoke pop up venue at Shoreditch’s Truman Brewery. Anyone curious enough to walk into the space was rewarded with a truly unique and immersive sensory experience and ticket holders were able to book and take part in a range of unique events such as gospel karaoke, HIIT workouts, silent discos and neon life drawing and, of course, espresso martini workshops. The live experience was amplified across London to the target audience through a series of digital features, video, social, high impact print formats and national competitions to attend the pop up to engage audiences from across the country.
What we did
15 sold out events
5,000 samples distributed
7,280 competition entries
3000+ attendees
250,000 video views
5.5mil campaign reach
Video pre-promoting the events saw an over-delivery of 76% against booked views
5.5mil reach across print, digital, social and live amongst UK adults
Ranging from comedy to karaoke, HIIT workouts to craft workshops - all ticketed via the Time Out Live platform
Visiting across 4 days, we saw over 3,000 attendees made up of organic footfall in the area and pre-booked ticket holders
Putting 5,000 Nescafé Azera product samples direct into the hands of consumers, driving trial of new Nitro cans
7,280 entries for the chance to win tickets to the Stay Curious launch event and an overnight stay in a swanky Shoreditch hotel
The results
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We brought Nescafé Azera’s 'Stay Curious' campaign to life across a four-day series of events within a bespoke pop up venue at Shoreditch’s Truman Brewery. Anyone curious enough to walk into the space was rewarded with a truly unique and immersive sensory experience and ticket-holders were able to book and take part in a range of unique events such as gospel karaoke, HIIT workouts, silent discos and neon life drawing and, of course, espresso martini workshops. The live experience was amplified across London to the target audience through a series of digital features, video, social, high-impact print formats and national competitions to attend the pop up to engage audiences from across the country.
What we did
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