In the early summer 2018 Nespresso introduced STEPitUP to the latest member of the Nespresso family, the coffee machine Vertuo. Vertuo had to be launched in Denmark through primarily video material and advertorials. So, Nespresso’s coffee machine, Vertuo, needed an ambassador in order to create a buzz and in order to catch the target group’s attention. STEPitUP came into play and created the perfect match with an ambassador with a strong appeal – an ambassador who was respected and popular as well as a big Nespresso & coffee lover himself, Remee Jackman. Remee was the perfect Danish match for Nespresso, as he for many years hosted the Danish edition of X-Factor and had a great number of followers on his various SoMe platforms.
The campaign itself consisted of different sequences. First and foremost, Remee and a production crew spend two days shooting a film that was edited into a format, which fitted the social media platforms of Youtube, Facebook and Instagram. At the same token, stills were carefully chosen to match the latter medias as well as traditional magazines, including print advertorials and digital advertorials. In addition to the advertorials, Remee provided interviews as well as a meet’n’greet on the day of the launch being a part of the respective PR-event.
Remee obliged himself to upload posts on his own SoMe channels, which he naturally honored on the two days of shooting, but also later in accordance with the official campaign launch.
Almost 55.000 shows of the video content within 36 hours on the ambassador’s Instagram.
The campaign was scheduled to run from the 19’st of September 2018 until the end of the same year.