Excellence in digital advertising

Celebrating the
spirit of Ramadan

with

Ramadan Stories

Nespresso approached Elespacio to devise a digital marketing campaign to promote the Ramadan season across nine of their markets in the Middle East. They required a digital campaign concept and communication strategy, in-line with the ATL campaign that they had already started to produce: An invitation to Coffee Delight. Elespacio won the pitch, presenting a concept called Ramadan Stories - a series of personal stories and articles celebrating the spirit of Ramadan.

Bringing real stories to life

The basis of the creative campaign rested on the creation of four personal stories featuring Nespresso Club Members. Here the Members explained what Ramadan means to them and how they planned to use their favourite Nespresso recipe during the celebration. Each story was complemented by two articles expanding on the main topics, plus an interactive module illustrating the recipes in short steps. The content was made available in English, French and Arabic.

It’s all about the content

Using stories, articles and exclusive coffee recipes we focused on communicating how Nespresso products can help celebrate Ramadan traditions. Our goal was for our audience to find enough value in the varied editorial content to share on social media, and ultimately purchase Nespresso products online.

Articles Stories FeaturedProducts Recipes Social mediaCRMOnline Ads Nespresso Online Store

Playing with making recipes

As well as the complementary articles, each story featured an exclusive recipe presented by the Club Member. The recipes were presented with an expandable module using simple interactions to illustrate every step of the process.

Image sequence of a coffee capsule for Nespresso digital content campaign

Creating the content

Elespacio was responsible for the creation of both the written and image content. We worked closely with local journalists to define the angle and tone of the text, whilst our collaborators at Lumen Studio helped us create the exceptional recipe images featured in the stories.

Image of a women for the Nespresso Ramadan global campaign Two lattes on a kitchen table with pastry for Nespresso Ramadan ads Orange cappuccino on a wooden table for the Nespresso advert Portrait of a man for the Nespresso Ramadan creative concept

Facebook Canvas

As part of our social media campaign we created three Facebook Canvas ads that offered a glimpse into the different types of content featured on the site: stories, recipes and Nespresso products. Facebook’s innovative story-telling format helped spread the campaign and increase engagement with users on mobile devices.

Image banner for the Nespresso Ramadan global marketing campaign
Image banner with male portrait for the Nespresso Ramadan Stories
Digital content strategy banner example for the Nespresso marketing campaign
Canvas slide example with an image of a woman for the creative digital campaign
Coffee cup on the table with coffee capsules for Nespresso campaign
Graphical creative with a cappuccino and orange for Nespresso

Drag the ad

Online display campaign

To promote the campaign, we created an extended number of HTML display ads in both Arabic and English showcasing Ramadan Stories, as well as various coffee and machine offers.