The two metre high replicas of the Nescafé coffee refill packs, which were specially created to fit over the top of oOh! Media’s retail panels, will be on display across 16 shopping centres across New Zealand.
The larger-than-life packs were developed as part of a campaign to promote and build awareness of Nescafe’s new-look packaging.
oOh! New Zealand General Manager, Cameron Taylor said the giant 3D coffee packs are an innovative way to help Nescafé stand out in a competitive market.
“The giant packs will be impossible to miss during the estimated six million shopping trips that will take place during the first half of this campaign,” Mr Taylor said. “It was an innovative idea and execution brought to life by oOh!’s specialist in-house production team.
“Being so close to the supermarket, will boost awareness prior to shopping trips and ultimately drive sales.”
This innovative campaign shows oOh! is heavily invested in giving brands like Nestle the opportunity to target audiences in key away from home environments.
Key shopping centres that will feature the giant packs of Nescafe include Auckland’s Sylvia Park, which has an estimated fortnightly foot traffic of nearly half a million, Botany and Christchurch’s Northlands Centre.
The Nescafe special build campaign will run for one month and will be supported by a traditional static retail campaign across 23 shopping centres.