"Sustainability" term is overused and misused. At Nespresso’s, however, sustainability is one of the core values to the brand. It’s no less real today than when Nespresso began it´s journey decades ago. Vice versa it´s more real and current than ever.

However Nespresso is not seen very ecological among its target audience in Finland. To communicate Nespresso´s values and sustainabilty programme we decided to create something unique and engaging.

This entry is an ideal example of an insight based idea. The whole creative idea is built around deep understanding of the target audience and the core message was delivered in an innovative and engaging way by using both traditional and totally new channels. The execution is non-traditional, innovative and pioneering as is the brand itself and it communicates the core message in engaging way like never before.

The campaing was a success and it got the attention of the national media.

The publicity received exceeded all expectations. 45% of the Finns watched the live broadcast and the earned broadcast reach was worth of 2.4 million €. Earned print media was worth 1 million €. In digital media we had 12.3 million unique readers and 80 000 readers in the blogs.

The calculated PR value of earned media was 440 000 €. All this with very limited budget of 30 000 €.