| Title | AUDIO COFFEE |
| Brand | DELI STAR BAGEL & COFFEE |
| Product/Service | COFFEE BRAND DELI STAR |
| Category |
B01. FAST MOVING CONSUMER GOODS |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, 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 |
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 |
Results and Effectiveness
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.
Creative Execution
Together with various international musicians, we produced several Audio Coffee tracks that are proven to wake you up like real coffee. To effectively reach out to our target group, we played Audio Coffee on the radio at night. After every track, the radio presenter would announce that Audio Coffee is also downloadable at www.delistar.de and when free promotional CDs would be available at point-of-sale in Deli Star coffee houses. The package design of the brain-stimulating promotion-CD is modelled after the drinkable predecessor – which is why the CDs are shrinkwrapped, like real Deli Star coffee, in premium, branded aluminum foil. By using this package desgin, the target group can immediately recognize that what is inside will keep them awake – just like Deli Star coffee.
Insights, Strategy and the Idea
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. For example: drivers at night.
For this reason, 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.