Carte Noire makes bots talk

[seodata]

We are looking for new media capable of engaging the consumer in a different way to meet a notoriety challenge ," explains Nicolas Gasiglia, head of communications and marketing at Carte Noire. The coffee brand wants to promote its capsules compatible with the Nespresso machine to a very digital target. To achieve its goal, it called on the Carat agency and M6 Publicité to create a video spot integrating a conversational bot on an online television service. This format was broadcast on 6play, M6's catch TV, from November 20 to December 24, 2017, a year-end period historically crowded with players in the coffee market.

Non-intrusive conversational marketing
" We are targeting coffee lovers, those amateurs ready to how to build phone number list pay the price for quality," explains Nicolas Gasiglia. "They are very connected urbanites, aged 25 to 50, equipped with Nespresso machines ," he continues. However, half of Carte Noire capsule consumers are over 50, so work to modernise the image is essential " and the bot is fully in line with this desire ."



Carte Noire's goal is also to promote its new capsules through a " unique but non-intrusive " experience, says the marketing manager. Available exclusively on 6play, the device is vigilant about respecting the user experience . Indeed, the Internet user has the choice of accepting or not the conversation with the chatbot , which is, for Nicolas Gasiglia, essential. And if this is the case, the discussion takes place in the video player with a single click. As the user progresses, they can discover the new collection of 100% Arabica coffees available in compatible capsules.

“Personalized content allows users to spend more time on the site”