Winners & Shortlists

100% TRACEABLE WAKE-UP CALLS

Title100% TRACEABLE WAKE-UP CALLS
BrandMYMUESLI
Product/ServiceGREEN CUP COFFEE
Category B02. BEST LOW BUDGET CAMPAIGN
Entrant Company LEO BURNETT FRANKFURT, GERMANY
Advertising Agency LEO BURNETT GERMANY Berlin, GERMANY
Credits
Name Company Position
Andreas Pauli Leo Burnett Chief Creative Officer
Axel Tischer Leo Burnett Creative Director
Gabriel Mattar Leo Burnett Creative Director
Yigit Unan Leo Burnett Art Director
Mark Marcel Mueller Leo Burnett Copywriter
Lennart Wittgen Leo Burnett Account Director
Moritz Kiehn Leo Burnett Account Manager
Jan Schoettler JSDD Director
Max Wittrock Mymuesli Gmbh Marketing Director
Laura Zumbaum Mymuesli Gmbh Marketing Manager
Markus Krause Munich Sound Service Sound Engineer

The Brief

Promote Green Cup Coffee, a local german brand with an unique marketing positioning: Selling coffee direct from farms without a middle man, therefore 100% traceable. Meaning, you can trace back to the exactly farm where your coffee comes from.

Creative Execution

People were impacted by the message, understood the benefit and had a coffee to help them wake up.

Describe the creative solution to the brief/objective.

The creative idea was exploring its unique benefit, being traceable, so we decide to connect the farmers with potential consumers in a surprising way - wake up calls. By that we just had to go to the place were wake up call and coffee coexist: Hotels. The promotion utilized a so far not used media, the wake up call service.

Results

1. The promotion dragged a lot of new clicks to the website (250% plus). 2. Helped on selling promotional packages to guests, over 70%, purchased a pack upon check out. 3. A new business opportunity, once Green Cup was asked to be an exclusive supplier to many of the hotels participants in the promotion.