| Title | AUDIO COFFEE |
| Brand | DELI STAR BAGEL & COFFEE |
| Product/Service | COFFEE BRAND DELI STAR |
| Category |
F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Christoph Everke |
Serviceplan |
Executive Creative Director |
| Matthias Harbeck |
Serviceplan |
Executive Creative Director |
| Till Diestel |
Serviceplan |
Executive Creative Director |
| Nicolas Becker |
Serviceplan |
Creative Director |
| Andreas Balog |
Serviceplan |
Creative Director |
| Michael Schoepf |
Serviceplan |
Copywriter |
| Christoph Bohlender |
Serviceplan |
Copywriter |
| Carola Luettringhaus |
Serviceplan |
Copywriter |
| Walter Ziegler |
Serviceplan |
Art Director |
| Michaela Krietsch |
Serviceplan |
Account Supervisor |
| Markus Mrugalla/Felix Ohr/Ret Lauterbach |
Plan.net |
Programmer |
| Katy Pergelt |
Serviceplan |
Agency Producer |
| Florian Panier |
Serviceplan |
Executive Creative Director |
| Shari Bremer |
Serviceplan |
|
| Rolf Eggers |
Plan.net |
Offline |
| Matthias Reißl |
Mediaplus |
Media Agency |
| Oliver Hey |
Mediaplus |
Media Agency |
| Dr. Phil. Dipl. Psych. Ralf Stuermer |
University Of Essen |
Biopsychology Expert |
| Susanne Kiefl |
Mediaplus |
Media Agency |
Brief Explanation
Deli Star Coffee not only tastes amazing, but also keeps you awake. There are times when one needs coffee, but there is none at hand, - like driving at night. To remedy these situations, we, along with the renowned research company, Infrasonics, developed a world debut: Audio Coffee. The first audible coffee that wakes you up. We are the world’s first to use a special audio technique, binaurale beats, to su awake. These are Stereo-Sounds that play one frequency in one ear and a difference of 15 Hz in the other. This difference stimulates brainwaves, thus, keeping you awake.
The Brief
Deli Star is a highly successful coffee shop franchise and one of Germany's biggest coffee importers. With an outstanding promotion, the customers should encounter a new brand experience and new target groups should be gained.
How the final design was conceived
Together with various international musicians, we produced several Audio Coffee tracks and played them at nighttime on the radio, offered them as downloads on the Deli Star homepage and distributed them as a promotion CD at the point-of-sale. The package design of the brain stimulating CD is modelled after the drinkable predecessor – which is why the CDs are shrinkwrapped, like real Deli Star coffee, in premium, branded aluminum foil. By using this package desgin, the target group can immediately recognize that what is inside will keep them awake – just like Deli Star coffee.
Indication of how successful the outcome was in the market
Only a few days after the two week promotion, the CDs were sold out at the point-of-sale. The promotion gained high acclaim in special interest blogs and other online media. The traffic on www.delistar.de increased 3,7 times during the promotion period. The radio station egoFM profited from a large, positive feedback from their listeners, in which the Deli Star Audio Coffee, apart the promotion, was also used in various broadcasts.
But most importantly, we made Germany’s car drivers more alert and night traffic safer.