100% TRACEABLE WAKE-UP CALLS
Title | 100% TRACEABLE WAKE-UP CALLS |
Brand | MYMUESLI |
Product/Service | GREEN CUP COFFEE |
Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
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 |
Moritz Kiehn |
Leo Burnett |
Account Manager |
Lennart Wittgen |
Leo Burnett |
Account Director |
Jan Schoettler |
JSDD |
Director |
Max Wittrock |
Mymuesli Gmbh |
Marketing Director |
Laura Zumbaum |
Mymuesli Gmbh |
Marketing Manager |
Markus Krause |
Munich Sound Service |
Sound Engineer |
Results and Effectiveness
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.
Creative Execution
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.
People were impacted by the message, understood the benefit and had a coffee to help them wake up.
Insights, Strategy and the Idea
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.