THE morning rave that woke up
Gen z to Nespresso Iced Coffee.
Nespresso
Happy Hour
We moved Gen Z to raise their iced coffees at a morning rave for Nespresso
Gen Z are a generation of early risers. Our own consumer research showed they go to bed earlier and prioritise high-energy mornings. So, we seized the opportunity to wake them up to Nespresso iced coffee. Happy Hour was Australia’s first morning rave, with DJ sets by Cosmo’s Midnight and Winston Surfshirt. Popping up in Sydney and Melbourne, we had queues around the block, had Gen Z sipping iced coffee, and created an unmissable cultural moment that was talked about far beyond the session itself.
The best part? No hangover at all and we
were wrapped and off to work by 9am.
were wrapped and off to work by 9am.
99% increase in iced coffee sales
574 people attended the morning raves
80 creator posts totalling 7.6 million reach
37 pieces of top-tier media coverage
Featured work & Media
Nespresso | Happy Hour
We moved Gen Z to raise their iced coffees at a morning rave for Nespresso
The challenge
Nespresso is one of the only capsule providers with a specific iced coffee blend, but Gen Z (the biggest iced coffee drinkers) weren’t reaching for it, opting instead for ready-to-drink or in-café coffee.
The idea
We launched consumer research showing that younger Australians were trading late nights for high-energy mornings. They wake up earlier, drink less alcohol, and prioritise their morning coffee.
So we responded with Happy Hour, a Nespresso morning rave, featuring DJ sets by homegrown artists Cosmo’s Midnight and Winston Surfshirt. The Melbourne and Sydney activations featured six key influencers, along with crowds of Aussies raising an iced coffee and sharing the vibe all over social media.
So we responded with Happy Hour, a Nespresso morning rave, featuring DJ sets by homegrown artists Cosmo’s Midnight and Winston Surfshirt. The Melbourne and Sydney activations featured six key influencers, along with crowds of Aussies raising an iced coffee and sharing the vibe all over social media.
The Results
Our Happy Hour events drew 574 attendees, featured 80 creator and talent posts, and led to 37 press hits. Off the back of our campaign, Nespresso saw a spike of 10,000 website visits and a 99% increase in iced coffee sales.