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3rd Annual Shorty Social Good Awards Categories


See below for official categories. The early entry deadline is June 20th, 2018.

From the 10th Annual Shorty Awards

Nespresso's Spring Promotion

Entered in Art Direction

About this entry

With Nespresso's revolutionary machines, anyone can make the perfect coffee or espresso. The only problem: people didn't know they could get both coffee and espresso from one machine. In March, Nespresso's Brand Team tapped SocioFabrica to create a spring campaign concept to introduce the VertuoPlus, their new dual brew machine, to the public.

Why does this entry deserve to win?

Coffee has become entrenched in people's everyday lives, bringing them together on light, bright spring mornings. Those are the authentic moments people want to view and swipe through on social media. So we set out to capture those small moments of wonder in a campaign that struck a balance between what sells in stores and what engages online.

Recreating a moment where coffee is an integral part of the social experience let us highlight the Vertuo Plus without the creative feeling too much like an ad. We developed the scene to address consumer curiosity and answer any questions that were bound to arise when a new machine hit the shelves. We even used an animated GIF to show off its one-touch brewing feature. A food stylist helped bring taste appeal and a subtle nod to spring to the scene with colorful, seasonal fruit and macarons.

Results

Nespresso's spring campaign roasted the competition. The VertuoPlus's visual story unfolded across ad placements online, on social and in-store. The cohesive narrative brewed up a ton of interest and drove machine sellout on Nespresso.com and with third-party sellers like Amazon.com and Williams Sonoma.

Media

Produced by

SocioFabrica, Nespresso

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Twitch, Musical.ly, and the rest of the social web.

The early entry deadline for the shorty social good awards is june 20th, 2018