JACOBS AROMA SESSION
|Client||JACOBS DOUWE EGBERTS|
|Category||A01. Fast Moving Consumer Goods|
|Title||JACOBS AROMA SESSION|
|Entrant||E:MG Moscow, RUSSIA|
|Idea Creation||E:MG Moscow, RUSSIA|
|Media Placement||CARAT Moscow, RUSSIA|
|PR||E:MG Moscow, RUSSIA|
|Production||CARAT Moscow, RUSSIA|
|Anton Melnikov||e:mg||Partner: creative & strategy|
|Maxim Kolyshev||e:mg||Chief Creative Officer|
|Alexey Klimov||e:mg||Creative Director|
|Sergey Karmanov||e:mg||Creative Group Head|
|Olga Yaralova||e:mg||Junior Art Director|
|Julia Shaihlislamova||e:mg||Creative Designer|
|Natalya Reshetina||e:mg||Account Director|
|Olga Fedorova||e:mg||Senior Account manager|
|Tatyana Ershova||e:mg||Senior Account manager|
|Olga Simonova||Carat||Group Account Director|
|Ekaterina Zaitceva||Carat||Media Group Head|
|Elena Gumirova||Carat||Head of Sponsorship Division|
The CampaignWe decided to awaken bright senses of our audience in situation of total darkness when our feelings more heightened. We created the world’s first cinema Aroma Session and gave to the viewers an opportunity to feel rich aroma of new ‘Jacobs Monarch’ in the most effective way.
Creative ExecutionCan the viewers not only see, but fully experience what movie characters feel? With new ‘Jacobs Monarch’ with even more intense flavor it became possible. We made the first Aroma Session ‘Jacobs Monarch’ in Moscow and St Petersburg cinemas. We created a 5D commercial about new ‘Jacobs’ aroma and realized it in situation of total darkness before the movie session, while our senses more heightened. During the screening of the ‘Jacobs Monarch’ story, special aroma systems were filling the cinema hall with the scent of freshly roasted coffee beans. Then we offered the viewers not just to taste a cup of our new ‘Jacobs Monarch’ and gain the unusual brand experience, but more importantly empathize with the story with all their senses. Journalists, bloggers and celebrities have also experienced our Aroma Sessions. It became ‘must visit’ places and got a huge buzz in popular media and social networks.
Results30 cinema halls in Moscow and St Petersburg More than 200 000 coffee degustations 118 bloggers, celebrities and journalists experienced Jacobs Aroma sessions More than 1500 publications in popular media PR Value 30 342 865 rubles Media Impressions 299 050 379 But the most important thing - is that we gave our audience an opportunity to not only see, but empathize with the story with all their senses.
We decided to show consumers more intense flavor Jacobs Monarch and evoke an immediate direct response from them. To achieve a success we created an Aroma Session in cinemas, in situation of full darkness, when our senses more heighten. We gave our audience an opportunity to not only see, but empathize movie character with all their senses, feel and taste the new Jacobs aroma.
Our mission was to tell about the rich ‘Jacobs Monarch’ flavor, let the viewers to see and taste it, but more importantly – feel. We decided to demonstrate to consumers the new intense aroma ‘Jacobs Monarch’ in situation of full darkness when our senses became heightened. We found the most relevance channel for realization of this idea - cinemas. And created the first Aroma Session ‘Jacobs Monarch’.
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