| Title | YOU'VE BEEN SERVED |
| Brand | ZOEGAS |
| Product/Service | COFFEE |
| Category |
B01. Fast Moving Consumer Goods |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
MEDIACOM Stockholm, SWEDEN
|
Credits
| Tomas Granath |
Ddb Stockholm |
Art Director |
| Martin Lundgren |
Ddb Stockholm |
Copywriter |
| Giselle Almonacid |
Ddb Stockholm |
Account Director |
| Katarina Bäcklund |
Ddb Stockholm |
Account Manager |
| Cornelia Wangel |
Ddb Stockholm |
Planner |
| Jesper Hellzén |
Ddb Stockholm |
Designer |
| Pärmartin Jonsson |
Ddb Stockholm |
Graphic Designer |
| Peter Danielsson |
Ddb Stockholm |
Graphic Designer |
| Anna Hellenberg |
Ddb Stockholm |
Print Manager |
| Christian Björnerhag |
Ddb Stockholm |
Photoshop Artist |
| Susanna Hillborg |
Ddb Stockholm |
Digital Account Manager |
| Magnus Svensson |
Ddb Stockholm |
Digital Account Director |
| Emelie Thorén |
Ddb Stockholm |
Editor |
Creative Execution
The campaign was lunched trough a series of web films showing the Zoegas character Jim serving people with non-tasteful behaviour and more importantly urging the viewer to report non-tasteful behaviour trough the Zoegas campaign hub. At the site you simply filled in the violation and the person was then sent a package of Zoegas coffee – for a more tasteful life. It was also possible to report non-tasteful behaviour directly in social media where the notified tweet, instagram pic, etc got an auto-response where they got discount on Zoegas coffee – for a more tasteful life. They had been served.
2.000 samples distributed in the first 2 hours of the launch of the campaign.
1,2 million views on the films.
+30% more searches on Zoegas brand than same period last year. (During weeks 16 and 23)
20.000 more followers on fb since the beginning of the campaign (During April – Sept 2015)
Results in the MediaCom Brand Health survey of the campaign.
Brand awareness: +9%
Consideration to buy: +9%
Intention to trial: +7%
Consideration to repurchase: +7%
And this was achieved on a third of the media budget the year before.
Sweden is the second largest coffee consuming country in the world witch gives us quite a cluttered coffee market where a number of brands want to reach out as the most tasteful. In this melting pot of tastefulness we where asked to make Zoegas coffee stand out, without going away from their original position - taste. Furthermore, get people to actually try out Zoegas – to prove that it really is more tasteful than the competition.
But instead of fighting with the other brands to be the most tasteful we started our own fight: Against the non-tasteful. We actually turned it into a violation – and as you know, sooner or later violators get served… In this case a cup of Zoegas – for a more tasteful life.