| Title | THANK-YOU PARCELS |
| Brand | JACOBS DOUWE EGBERTS |
| Product/Service | PRIMA COFFEE |
| Category |
A08. Use of Branded Content & Sponsorship |
|
Entrant Company
|
FCB WARSAW Warsaw, POLAND
|
|
Advertising Agency
|
FCB WARSAW Warsaw, POLAND
|
|
Media Agency
|
HAVAS MEDIA Warsaw, POLAND
|
|
Production Company
|
PAPAYA FILMS Warsaw, POLAND
|
Credits
| 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 |
Brief Explanation
Prima - polish coffee brand, born with the fall of communism, to give its 25th anniversary meaning deeper than just a round number, joined the celebration of “25 years of freedom” in Poland. Prima tapped into memories of 30 million aid parcels sent to Soviet-occupied Poland, that brought us messages of hope in the form of letters, clothes and - most often - coffee. As survey* showed 1/3 of Poles remember receiving aid parcel and 83% remember the feeling of hope and solidarity.
25 years later, it was time to give back and make Poles proud of their coffee.
*SWResarch2015
Results and Effectiveness
· 1 ton of coffee was sent in the first 10 days of campaign.
· 4,864 personal letters came, over 500 memories were shared and over 1200 thank-you's were published on private FB profiles
· Prima sales increased by 385,000 EUR ( +13%), and by 4% in sales volume share, while main competitor lost 1%.
· Major media coverage: TV stations from breakfast TV to evening prime-time show. (up to 10 minutes materials), 220 000 EUR in earned media
· Trough collaboration with “Civic education center” a programme was launched in primary schools engaging kids to gather aid-parcel stories.
Creative Execution
The whole campaign was built around a parcel as an iconic medium, bringing back the memories and inspiring new ones.
To arouse real emotions we needed real stories - we used press & digital ads to gather real aid-parcel memories. They helped to create 3 documentary spots recalling how much aid-parcels meant and documented historic reunions with benefactors. TV & online spots triggered PR and made Poles to share their memories on campaign webpage and send personal thank-you-parcels. Special promo packages boosted sales.
Insights, Strategy and the Idea
Prima is targeted to mass market (all population, 25-65). But in this campaign, using a strong local insight, we decided to target a specific group – those who would bring the most emotional impact and response to the anniversary campaign, so it would spill over to engage the mass target, among existing and new customers. TV spots conveyed the message to the whole nation, while the call to action brought the most active ones to the website, where they could interact with the brand, sharing memories and sending their own thank you parcels to their benefactors from the past.