Time Out, the global media and entertainment business that inspires and enables people to explore and enjoy the best of the city, has partnered with Nescafé Azera, purveyors of full-bodied, barista-inspired coffee, to reignite Londoners’ love of the unknown.
The Time Out Creative Solutions team and Zenith have collaborated to create an integrated content partnership across Time Out channels and beyond to deliver Nescafé Azera’s Stay Curious campaign. Inspiring people to stay curious, Nescafé Azera’s latest campaign will demonstrate how the brand is the perfect companion and champion for curious minds in every sense of the word, from inspiring new experiences to new learning, ideas and more meaningful relationships. The content produced in partnership with Time Out is aimed at unlocking the benefits associated with Nescafé Azera’s belief that curiosity helps people take the most from the world, and each other.
A key element of the partnership is a four-day event series from 18 to 21 July which will see a space inside the Old Truman Brewery in London transformed into a colourful hub for the city’s buzzing creative talent. There will be a programme packed with morning yoga sessions with a twist, afternoon talks for inquisitive minds, as well as alternative performances and parties in the evenings. A ticket for each session costs £5, which includes a Nescafé Azera based drink: coffees in the morning and during the day, and bespoke coffee cocktails and mocktails in the evenings. Those who haven’t booked a session and passers-by can also enjoy the walk-in zone and experience a curious space accompanied by a Nescafé Azera Nitro coffee.
Inspiring curiosity every step of the way, events include Neon Life drawing, Hip Hop Karaoke, and a coffee-inspired workshop from confectionery maestros Smith & Sinclair. There will be yoga classes on offer with a boxing twist from BoxingYoga. Indie Flix will be showing some of the world’s finest short films and there will be a party hosted by Subpac, a revolutionary company bringing wearable audio hardware that enables people to actually ‘feel’ sound throughout their body.
Further to that, a 360-degree campaign will be integrated across all Time Out channels, launched in print with a Time Out London cover wrap, advertorials, display advertising and editorial tie-ins. Digitally, there will be online feature packages and competitions across Time Out sites in London, Edinburgh and Manchester to propel the messaging nationally, native traffic drivers to partnership content, co-branded display ads, CRM, digital display takeovers and roadblocks on partnership content. In addition, there will be social coverage via Time Out Facebook and Instagram pre and post the event, live Instagram stories, and bespoke video seeded out via Facebook.
Lawrence Horne, MD EMEA, Time Out Media, said: “Time Out has inspired and enabled people to make the most of the city for over 50 years, so when Nescafé Azera briefed us to connect curious explorers with eye-opening new experiences, it felt like a natural fit. The Time Out Creative Solutions team and Zenith have developed a multi-channel campaign that targets Time Out’s desirable, hard to reach audience who are always looking for unique and unexpected experiences in the city. Time Out helps people go out better and what better way to do that than curating a series of events with Nescafé Azera who are as keen as us to showcase creativity and pique Londoners’ curiosity.”
Vasileios Karalis, Marketing Manager, NESCAFÉ Azera, added: “Nescafé Azera is on a journey to inspire and champion curiosity with our audience. We fundamentally believe that curious people reap the best rewards in life, feeling more connected with the world and to each other and we know that our coffee can help facilitate this. Which is why at Nescafé Azera we are passionate about new tastes, experiences, and ideas. So working with Time Out to reignite Londoners’ love of the unknown felt like the perfect partnership. At the Old Truman Brewery, we’ll bring that little extra spark to visitors’ daily life with a calendar packed with extraordinary experiences from Neon Life Drawing to Subpac disco, accompanied by Nescafé Azera coffee.”
Tickets are available at: www.timeout.com/staycurious (Please note, these events are for 18s+ only.)
Nescafé Azera’s partnership with Time Out is one of the first activities in a wider multi-million-pound integrated TTL campaign that will run from May to November across digital, TV, PR and social media.