(16 January 2013) Over 1600 passengers who passed through the Piazza at the Sandton Gautrain Station on the 6th of December 2012, struggling to get through their day as the year was drawing to a close, were treated to a quick pick-me-up coffee in a red Nescafé Mug, as a highlight in their commute, during the first of Continental Outdoor's new Gautrain Station activations.
These fortunate passengers were some of the first to sample the tantalising flavour of the best ever, new Nescafé Classic formulation and were given the opportunity to reconsider this brand, while being familiarised with the new packaging. A select few were lucky enough to walk away with a prize hamper or a bottle of the new Nescafé Classic to share with their family and friends
Daniela Tommasi, Airport & Gautrain Manager for Continental Outdoor said, "With our exclusive advertising rights at all Gautrain Stations we are now able to offer activations to brands that reach a captive and high LSM market. We were approached by the Experiential Brand Activation Agency for Nescafe, Offlimit Communications, to perform this activation. The Nescafé activation at the Sandton Gautrain Station was a resounding success for both companies and gained much traction for their initiative to sample the enhanced Nescafé Classic and create awareness of the new modern packaging."
The 2000 consumers who engaged at the Nescafé tables, positioned at the entrance and exits, were given the opportunity to experience the brand in a modern experiential way and 81% participated in the trial. This out-of-home marketing is contemporary and builds the right imagery for the brand, increasing both the intrinsic and extrinsic cues of the brand. The branded banner wall, chair, coffee beans and bag surrounding the stand re-enforced the Nescafé brand identity.
This was one of the first of a series of activations to be hosted by Continental Outdoor Media, who have exclusive rights to out-of-home media at Gautrain Stations. These activations are conducted with the full endorsement and co-operation of the Gautrain stakeholders.