| Title | AUDIO COFFEE |
| Brand | DELI STAR BAGEL & COFFEE |
| Product/Service | COFFEE BRAND DELI STAR |
| Category |
C04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) |
|
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 Producer |
| Shari Bremer |
Serviceplan |
Offline |
| 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 |
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.
Our strategy was to directly address people who are in situations, in which they want or need to stay awake but, unfortunately, do not have stimulating coffee nearby.
Creative Execution
Together with various international musicians, we produced several Audio Coffee tracks that are proven to wake you up like real coffee. In order to reach out to as many potential and existing clients, we advertised Audio Coffee as radio broadcasts, internet downloads and as promotion CDs directly at the point-of-sale – the Deli Star cafés. The package design of the CD is based on the original drinkable version: shrinkwrapped, like Deli Star Coffee, in premium, branded aluminum foil. By using this package desgin, the target group can immediately recognize that what’s inside will keep them awake – just like Deli Star coffee.
Describe the creative solution to the brief/objective.
Tiredness occurs at night, particularly at the wheel of a car, where it is especially dangerous. Drivers seldomly have coffee at hand to keep them awake. To fix this, and connect them to Deli Star, we, in cooperation with renowned research institute, Infrasonics, developed a world debut: Audio Coffee. The first audible coffee that wakes you up, thanks to the stimulating power of binauraler beats. These beats are stereo-sounds that play one frequency in one ear and another frequency 15Hz higher in the other. This difference is proven to stimulate brainwaves thus keeping you awake, just like real coffee.
Results
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.