I was doing my usual email-cull on Monday evening, when a particular email caught my eye.
Now being a true Melbournian, I am pretty obsessed with coffee. The highlight of my year would have to be my birthday present:
Safe to say, the email grabbed my attention:
I love the idea of the Nespresso moments campaign.
It brings back a sense of authenticity – these are real Australian people, sharing real Nespresso moments.
In a world where consumers are highly switched on and distrustful of advertising, this is one way to re-establish credibility.
It is the kind of campaign that gets people involved. The concept isn’t hard, and if you’re truly a brand fan, then it’s as simple as snapping a photo in the morning (or evening – depending on when you like to caffeinate).
It is also a great way to personalise a brand, by featuring those that are actually part of the ‘Nespresso Club’ as in their advertising (not that I have anything against George Clooney).
The fact that people are happy to have themselves paired with Nespresso shows that they have a strong tie to the brand, and take pride in the association. Nurturing these consumers can help to generate more brand advocates, which in turn creates more positive word-of-mouth.
More brands should try to capture these authentic moments with their loyal consumers, after all they’re the best brand advocates there are. Authenticity underpins trust and credibility, and is critical to brand health.
This was my own Nespresso moment, captured as I was chipping away at an assignment.
Let me know in the comments –
- Would you prefer to see more ‘real’ consumers in brand advertising?
- Are there any brands that you would want to be paired with?
- Do you think that this kind of advertising is more credible than those with actors?
Until next time,