100% TRACEABLE WAKE-UP CALLS
| Title | 100% TRACEABLE WAKE-UP CALLS |
| Brand | MYMUESLI |
| Product/Service | GREEN CUP COFFEE |
| Category |
B02. BEST LOW BUDGET CAMPAIGN |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT GERMANY Berlin, GERMANY
|
Credits
| 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.