Title	THANK-YOU PARCELS
Brand	JACOBS DOUWE EGBERTS
Product/Service	PRIMA COFFEE
Category	A10. Integrated Campaign led by Content Platform
Entrant Company	FCB WARSAW Warsaw, POLAND
Contributing Company	FCB WARSAW Warsaw, POLAND
Contributing Company 2	THING KONG Warsaw, POLAND
Media Agency	HAVAS MEDIA Warsaw, POLAND
Production Company	PAPAYA FILMS Warsaw, POLAND

Name	Company	Position
Luis Silva Dias	Fcb International	Chief Creative Officer
Gosia Drozdowska	Fcb Warsaw	Creative Director
Agnieszka Klimczak	Fcb Warsaw	Creative Director
Emilia Błaszczak	Fcb Warsaw	Account Director
Gosia Drozdowska	Fcb Warsaw	Art Director
Agnieszka Klimczak	Fcb Warsaw	Copywriter
Wojtek Szpor	Fcb Warsaw	Art Director
Robert Wawszczyk	Fcb Warsaw	Agency Producer

The Campaign

How to engage consumers in 25th anniversary of a coffee brand? Prima is the Polish second most popular coffee brand, with a major problem: people enjoy the quality of the coffee, but they don’t see the brand as the one to be proud of. Our objectives were not only to engage people in the brand’s anniversary, but also to shif its perception and bring brand’s promise to life. For Prima’s 25th anniversary we joined the celebrations of 25 years of freedom in Poland. We brought back the memories of the biggest solidarity movement, that for years supported millions Polish families and that until today is associated with the smell of coffee: over 30 millions of aid parcels sent to Soviet-occupied Poland from the free world, containing letters, clothes and – most often – coffee. And then we gave all the Poles a chance to pay the historical debt of gratitude and feel proud of best Polish coffee. Referring to iconic aid parcels smelling of coffee, we created „thank-you parcels” campaign. - TV and on-line films: after months of research we took three families to finally meet their benefactors from the past. 3 films documenting these historic reunions aired on TV and in full lenght on-line became the invitation to join our campaign. - On Prima website a dedicated digital platform was created, where consumers could share their parcels’ stories and send their own thank-you parcel with a personal letter and a pack of Prima coffee. - Prima facebook profile with daily posts took fans on sentimental journey - To deliver the undeliverable consumers letters we used strategically placed aoutdoor and ambient media (back of a truck) - Everybody could contribute, buying a promotional pack of Prima, donating a cup of coffee to the action.

4,864 personal letters came and over 500 memories were shared The Prima’s web daily traffic increased by 4,122% ( March 1st vs March 25th) Over 1000 people gave their private facebook profile to the action, publishing one simultaneus "thank-you" message to the world on the last day of celebration (4th of June), and Our stories appeared in printed press, digital media in main TV stations, not only as mentions but as original materials, generating 220,000 EUR in earned media and 50 minutes of original content around the campaign, created by independent journalists and aired in biggest national Polish television channels. The sales in three weeks of the campaign increased by 1,5 million PLN ( 385,000 EUR) – by over 13%. Sales volume share increased by 4%, while main competitor (Tchibo) lost 1%. Over 1 ton of coffee was sent in the first 10 days, giving new endings to thousands of unfinished stories of human solidarity and making thousands of people proud of our Polish coffee. The action, thanks to collaboration of Civic Education Center, a non-govermental educational organization, helped to start a pilot programme on solidarity in schools across Poland.

The Prima coffee brand mission is to „bring people together”. Instead of stating this in a regular TV campaign, for the brand’s 25th anniversary we designed an integrated campaign, crafting an original content to prove the Prima’s power of bringing people together. The „Thank-you parcels” campaign tapped into personal experiences and memories of millions of Polish families, making the product itself the cathalizator of true emotions. We focused on real stories of human solidarity, to which Prima coffee, meaningful integration into the story, gave the new endings.