Caffè Nero
001
Introduction
Client
Caffè Nero
Industry
Retail
Marketing Discipline
Digital Strategy
Caffè Nero was looking for a creative agency to develop a single-minded idea to run across all its touch points.
They wished to undertake a multimedia test to ascertain how advertising could drive footfall and increase average spend.
001
Introduction
Client
Caffè Nero
Industry
Retail
Marketing Discipline
Digital Strategy
Caffè Nero was looking for a creative agency to develop a single-minded idea to run across all its touch points.
They wished to undertake a multimedia test to ascertain how advertising could drive footfall and increase average spend.
002
Challenges
Caffè Nero hadn’t worked with an external agency in the recent past and most creative was executed in house by their design and brand team.
We were asked to identify agencies with a strong creative heritage and retail experience; the client didn’t want to be in a large agency where their budget wouldn’t garner the right levels of interest, nor would they get the best people on their business.
002
Challenges
Caffè Nero hadn’t worked with an external agency in the recent past and most creative was executed in house by their design and brand team.
We were asked to identify agencies with a strong creative heritage and retail experience; the client didn’t want to be in a large agency where their budget wouldn’t garner the right levels of interest, nor would they get the best people on their business.
003
Approach
Pimento created a long list and ran a series of tissue meetings with the client, from which a short list of four agencies were invited to pitch for the business.
Thereafter, two agencies were invited back for a more detailed conversation that Pimento oversaw, with Tina Fegent, the fee negotiation and contracting.
The campaign that followed was tested in the Manchester region and drove awareness and created a positive ROI. Caffé Nero modelled this and ran a series of roll outs in different regions across the UK. Pimento also oversaw the appointment of a media agency to plan and buy the media.
003
Approach
Pimento created a long list and ran a series of tissue meetings with the client, from which a short list of four agencies were invited to pitch for the business.
Thereafter, two agencies were invited back for a more detailed conversation that Pimento oversaw, with Tina Fegent, the fee negotiation and contracting.
The campaign that followed was tested in the Manchester region and drove awareness and created a positive ROI. Caffé Nero modelled this and ran a series of roll outs in different regions across the UK. Pimento also oversaw the appointment of a media agency to plan and buy the media.
004
Results
The digital strategy underpinned the ATL (Above-the-Line), efficiently reaching the target audience at the right time of day, in the right place, to drive consideration and stimulate sales.
The decision to trade late in the OOH (out-of-home) market gave a 33% increase in value.
The test campaign increased unprompted brand awareness by 3.2% and a positive ROI of £1 : £1.73
These positive results gave Caffé Nero the confidence to roll out the campaign nationally.
004
Results
The digital strategy underpinned the ATL (Above-the-Line), efficiently reaching the target audience at the right time of day, in the right place, to drive consideration and stimulate sales.
The decision to trade late in the OOH (out-of-home) market gave a 33% increase in value.
The test campaign increased unprompted brand awareness by 3.2% and a positive ROI of £1 : £1.73
These positive results gave Caffé Nero the confidence to roll out the campaign nationally.
More projects.
Dive into our project archive, where design, development, and strategy come together to solve real challenges and create lasting impact for businesses.
Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Coventry, Derby, Edinburgh, Glasgow, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Northampton, Norwich, Nottingham, Oxford, Petersborough, Preston, Sheffield, Southampton, Warwick
Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Coventry, Derby, Edinburgh, Glasgow, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Northampton, Norwich, Nottingham, Oxford, Petersborough, Preston, Sheffield, Southampton, Warwick
Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
Bath, Birmingham, Brighton, Bournemouth, Bristol, Cambridge, Cardiff, Coventry, Derby, Edinburgh, Glasgow, Leeds, Leicester, Lincoln, London, Manchester, Milton Keynes, Northampton, Norwich, Nottingham, Oxford, Petersborough, Preston, Sheffield, Southampton, Warwick