| Title | AUDIO COFFEE |
| Brand | DELI STAR BAGEL & COFFEE |
| Product/Service | ROAD SAFETY CAMPAIGN USING AUDIO TECHNOLOGY |
| Category |
A01. Innovation |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
INFRASONICS Cologne, GERMANY
|
|
Advertising Agency 3
|
ZIMMERLI SOUNDS Duesseldorf, GERMANY
|
|
Media Agency
|
MEDIAPLUS 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
The most modern and safest cars in the world are built in Germany. It is no wonder that the car is the most beloved form of transportation for Germans.
Still, neither airbag nor warning system nor sensor can protect you against tiredness at the wheel. That is why falling asleep at the wheel is the number one cause of accidents at night. In such times, a cup of coffee would help but unfortunately, not everyone has coffee ready when they need it most.
Therefore, we created for the big German coffee importer and retailer, Deli Star, a coffee that every driver can have anywhere and at any time: Audio Coffee. The world’s first audible coffee. In order to create that, we used a completely new acoustic technique that the research institute, Infrasonics, has developed specifically for the use in cars.
Together with various international musicians and the research insitute, Infrasonics, we produced a series of Audio Coffee tracks, which we played on the radio at night, made available to download on www.delistar.de and distributed at the point-of-sale.
Coffee is the most popular drink to stay awake. Unfortunately most of the time, only few people have coffee at hand when they are suddenly overcome by fatige. We solved this problem with a never-before innovation: Audio Coffee. The world’s first audible coffee that wakes you up just like real coffee. In order to do that, we used an acoustic method called binaural beats.
Binaural beats are stereo sounds that always play a different tone pitch in one ear than the other. For example: a tone pitch of 425Hz is played in the left ear, while a tone pitch of 440Hz is played in the right. The human brain automatically tries to equalize this difference, whereupon the brainwaves begin to vibrate to this exact 15 Hz difference. This vibration stimulates a corresponding state of consciousness.
The science of binaurale beats has been popular for quite some time and proven through many studies. It is only until now that it is exclusively applied in order to combat against weariness and sleep disturbances.
The German institute, Infrasonics, refined the binaraul beats technique after a year’s worth of research so that it can also be used in automobiles. That confirms a brand new study by car company, Renault.
We used this research advantage and, with the help from Infrasonics and an array of international artists, produced several Audio CoffeeTracks. These were not only played on the radio, but also available as downloads off www.delistar.de and as a promotion-CD that made the stimulating power of Deli coffee sensible.
The success of the promotion was breathtaking. Only a few days after the two week promotion, the 2.500 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.
A second edtion of Audio Coffee is currently being planned. Several international artists are proactively approaching Deli Star in order to contribute to Audio Coffee 2.