Nespresso Pixie launch and roadshow

A new mini version of the famously successful Nespresso Espresso machine deserved an extra large introduction. To emphasize the Pixie’s product claim “more than you see” we gave out guests literally more to see by going XXL at the launch events.

For 500 trade representatives we designed and implemented launch parties in Cologne, Hamburg and Munich. The launch presentation was projected on a cube placed in the middle of each venue, giving all guests a close-up view of the proceedings. The projection cube also contained a larger than life version of the Pixie coffee machine and by folding down the walls of the cube we unveiled the XL Pixie to the surprise and delight of our guests.

Phase two of the Pixie launch was the introduction to the consumers. As tasting Nespresso coffee is one of the key factors influencing a purchase decision, the Pixie outdoor lounge was created. Not be outdone by the XL Pixie model at the trade launch, the key feature of the lounge was a 4 meter high XXL Pixie. The Pixie lounge was stationed in Cologne, Hamburg and Munich for three days in a row and equipped with branded bean bags and beach chairs to have consumer sample Nespresso coffee in a relaxed and laidback way.

Three baristas made espresso coffee variations on order and explained the features of the new Pixie machine. Consumers interested in purchase were directed towards the nearest retail outlet, Nespresso shop or to the web. To generate additional traffic to the Pixie lounges and to increase social media rumor around the brand, a hybrid event approach was implemented.

Customers could visit a dedicated Pixie lounge website print out a QR raffle voucher and check at the Pixie lounge if they were eligible for a prize. Additionally we took digital pictures of guests enjoying their Nespresso brews and pinged these to them immediately so they could update their Facebook or Twitter status with these.

Nine days road show in three cities and three launch events resulted in 500 dealers being up to speed with the Pixie and 25,000 cups tasted by consumers, 130,000 online interactions and 1,200,000 Facebook views.