| Title | PRESIDENTTI LAB |
| Brand | PAULIG |
| Product/Service | COFFEE |
| Category |
E03. WEBISODES/SERIES |
|
Entrant Company
|
SEK & GREY Helsinki, FINLAND
|
|
Advertising Agency
|
SEK & GREY Helsinki, FINLAND
|
|
Advertising Agency 2
|
GREAT APES Helsinki, FINLAND
|
|
Media Agency
|
TOINEN PHD, FINLAND
|
Credits
| Kelahaara Sami |
SEK/GREY |
Art Director |
| Martikainen Mikko |
SEK/GREY |
Copywriter |
| Valo Tanja |
SEK/GREY |
Project Director |
| Aalto/Setälä Jari |
SEK/GREY |
Brand Development Director |
| Antikainen Tanja |
SEK/GREY |
Brand Producer |
| Roope Nevander |
SEK/GREY |
Planner |
| Jari Ullakko |
SEK/GREY |
Creative Director |
| Juhana Salminen |
SEK Point |
Head Of Video |
| Markus Hyvärinen |
SEK Point |
Editor |
| Minna Pinola |
SEK Public |
Account Director/Planner |
| Jenny Paulamäki |
SEK Public |
Communications Consultant |
| Susanna Virkkula |
Toinenphd |
Planner |
| Laura Hedman |
Toinenphd |
Producer |
| Mikko Peltomäki |
Toinenphd |
Marketing Architect |
| Jari Kinnunen |
SEK Point |
Graphic Assistant |
Creative Execution
To create buzz before the show, we challenged videobloggers to apply as the rookie and the other host for the show. This short 10 day open videocasting really paid off.
We found Miisa, a well-connected vlogger (39.000 subscribers) who doesn’t even drink coffee. She was the perfect host to complement our coffee expert, Robin, a former barista.
Together with our hosts we challenged everything about coffee taste.
We explored Colourless Coffee, enjoyed coffee in new surprising forms like Liquid Nitrogen Mousse and Coffee Caviar, tested Personally Tailored Blends and discovered The Good, the Bad and the Ugly foods with coffee.
Presidentti LAB was a hit on YouTube.
We succeeded in:
- gaining 574.421 watched minutes
- attracting 815.897 views
- reaching 4:02 average view time for 4 main episodes
- earning 16.908 likes and 2.613 comments in YouTube
- getting over 1,9 M contacts that equals to over a 1/3 of the Finnish population
- growing the channel by subscriptions from zero
to Finland’s second largest FMCG brand channel
New consumers have found Presidentti and the range sales is ahead of last year, despite the decline.
And yes, we got Miisa to enjoy coffee!
How can we make Presidentti, a traditional festive coffee, appealing to a younger urban generation?
And encourage them to try the whole range?
We did it by reigniting the brand to stand for curiosity and taste exploration.
This would attract our target audience who are very interested in new taste sensations.
They want to be the first to tell about new experiences around food.
To engage with the new generation we created Presidentti LAB – a show in YouTube making the most groundbreaking coffee and taste explorations by two hosts: a coffee expert and a rookie.