Title	TEA TOPICS
Brand	PICKWICK
Product/Service	HOT BEVERAGES
Category	A05. Use of Ambient Media: Small Scale
Entrant Company	TBWA\NEBOKO Amsterdam, THE NETHERLANDS
Advertising Agency	TBWA\NEBOKO Amsterdam, THE NETHERLANDS
Production Company	VIDIBOKO Amsterdam, THE NETHERLANDS

Name	Company	Position
Elianette Prakken	JACOBS DOUWE EGBERTS NL	Senior Brand Manager
Ellen van der Linde	JACOBS DOUWE EGBERTS NL	Marketing Manager Tea
Simon Neefjes	TBWA\Neboko	CEO
Rienk de Vries	TBWA\Neboko	Senior Copywriter
Niels Bredemeijer	TBWA\Neboko	Senior Art Director
Valérie Dekeuwer	TBWA\Neboko	Client Service Director
Robert Volten	TBWA\Neboko	Account Director
Sami Mika	TBWA\Neboko	Account Assistant

Brief Explanation

Objectives: stand out without using a lot of paid media/promotions like the competition does. Insight: during social interaction, social media and smartphone cause a lot more distractions from face-to-face conversations. Relevance: the campain is an extention on the "How was your day" campaign that launched in 2014.

Results and Effectiveness

What we have is an overwhelming response for the first few weeks. Over 8,000 questions have been entered on Facebook in this short period of time. This has resulted obviously a large increase in engagement and likes on the page. So the response so far is exceeding the expectations. More results are not available yet.

Creative Execution

We've created our own medium by printing tea labels with our own questions. Also, consumers can send in their own questions on Facebook, the most original question gets printed on more than a million tea labels.

Insights, Strategy and the Idea

Target audience: tea drinkers in The Netherlands Media planning: we've selected two channels: our own (the tea label) and Facebook, where consumers can send in their own questions.