| Title | YOU'VE BEEN SERVED |
| Brand | ZOEGAS |
| Product/Service | COFFEE |
| Category |
C01. 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 |
The Brief
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.
Campaign Success
Zoegas believed getting people to actually try their coffee was the key factor to getting new customers. This whole campaign circled around that objective. We achieved it by talking about taste in a new way that got people engaged in the campaign, becoming heralds of both our message and our coffee.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
This whole campaign circled around the objective of getting customers and fans of our brand to not only like us and buy our coffee, but be heralds of our message and more importantly our coffee to potentially new customers and fans. We did it by going the opposite way as the rest of the industry. Instead of fighting to be the most tasteful we started our own fight: Against the non-tasteful. We actually turned it into a violation - and violators get served. In this case a cup of Zoegas – for a more tasteful life. The campaign was lunched trough a series of web films urging the viewer to report non-tasteful behaviour trough zoegas.se. You filled in the violation and the person was then sent a package of Zoegas coffee – for a more tasteful life.