MELBOURNE – Nespresso opened the doors last week of its first-ever pop up coffee bar in Melbourne’s Federation Square. It’s the first of two in Australia and will be open for one week – until 22nd September – and then reopen in Sydney from 23rd September for another week.
The pop up coffee bar coincides with the launch of the Nespresso Moments campaign, which includes the release of the first-ever Nespresso Australian ad campaign heroing five local Nespresso Club Members via McCann Australia and Weber Shandwick.
The campaign invites coffee aficionados across the country to take a photo of themselves and their favourite Nespresso moment and share it via a dedicated campaign microsite. All images captured throughout the campaign – from the pop up bars and via the website – will be hosted on the Nespresso Moments Gallery until the end of the year.
The purpose built luxury ‘coffee havens’ have been designed for people to come in and sample a complimentary Nespresso coffee as well as share a picture of their coffee moment. Each coffee moment will be uploaded to large LED screens that make up the exterior of the coffee bars to form a mosaic of images that will automatically refresh every 30 seconds.
Model and Nespresso adorer, Nikki Phillips was among the first to share her coffee moment in Melbourne by officially opening the pop up coffee bar.
Her photo – along with a number of other famous Australian names including Carla Zampatti, Darren Palmer and Kylie Gillies – feature on screens outside the activation among lots of other Nespresso lovers who have already participated in sharing their coffee moments across Australia.
Find more: http://www.campaignbrief.com/2013/09/nespresso-launches-melbourne-p.html