| Title | CAFÉ ROYAL |
| Brand | DELICA |
| Product/Service | CAFÉ ROYAL COFFEE |
| Category |
F01. Artist as a Ambassador for a Brand or a Cause |
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Entrant
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SERVICEPLAN SUISSE Zürich, SWITZERLAND
|
|
Idea Creation
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SERVICEPLAN SUISSE Zürich, SWITZERLAND
|
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Idea Creation 2
|
PLAN.NET Zürich, SWITZERLAND
|
|
Media Placement
|
MEDIAPLUS München, GERMANY
|
|
PR
|
SERVICEPLAN SUISSE Zürich, SWITZERLAND
|
|
Production
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MARKENFILM Wedel, GERMANY
|
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Production 2
|
INFECTED POSTPRODUCTION Hamburg, GERMANY
|
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Production 3
|
BORIS SALCHOW Los Angeles, USA
|
Credits
| Alexander Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
| Raul Serrat |
SERVICEPLAN SUISSE |
Executive Creative Director |
| Christian Sommer |
SERVICEPLAN SUISSE |
Executive Creative Director |
| Ulrike Schumann |
SERVICEPLAN SUISSE |
Copywriter |
| Thomas Lueber |
SERVICEPLAN SUISSE |
Creative Director (Digital) |
| Daniel Hesse |
SERVICEPLAN SUISSE |
Art Director |
| Jumana Issa |
SERVICEPLAN SUISSE |
Graphic Designer |
| Melanie Wicker |
PLAN.NET SUISSE |
Art Director |
| Matthias Kadlubsky |
PLAN.NET SUISSE |
Art Director |
| Paul Gutjahr |
PLAN.NET SUISSE |
Screendesign |
| Pam Huegli |
SERVICEPLAN SUISSE |
Managing Director |
| Christian Baertschi |
SERVICEPLAN SUISSE |
Managing Director |
| Sonia Ducu |
SERVICEPLAN SUISSE |
Account Manager |
| Sidonie Bauer |
SERVICEPLAN SUISSE |
Jr. Account Manager |
| Selma Caglayan |
SERVICEPLAN SUISSE |
Jr. Account Manager |
| Stephanie Hug |
SERVICEPLAN SUISSE |
PR Manager |
| Susi Martin |
SERVICEPLAN SUISSE |
Account Manager Digital |
| Christine Rainford |
SERVICEPLAN SUISSE |
Account Manager |
| Reto Clement |
SERVICEPLAN SUISSE |
Art Director |
| Nadja Tandler |
SERVICEPLAN SUISSE |
Graphic Designer |
| Günter Zumbach |
SERVICEPLAN SUISSE |
Copywriter |
| Michael Kathe |
SERVICEPLAN SUISSE |
Creative Director |
| Patricia Schmidt |
SERVICEPLAN SUISSE PUBLIC RELATIONS |
PR Manager |
| Regina Essig |
SERVICEPLAN SUISSE PUBLIC RELATIONS |
PR Manager |
| Manuela Brunner |
SERVICEPLAN SUISSE |
Group Account Manager |
The Campaign
Robbie Williams, a self-professed coffee lover, slips into the well-known role of a British secret agent. As the “Agent in the Service of Good Taste”, one the greatest entertainers of our time exudes the exclusivity, indulgence and attitude of Café Royal, sublimely representing the coffee’s superiority over the ‘old’ competition. Williams is the perfect ambassador for a new generation of premium coffee lovers willing to switch to the smarter, more entertaining Café Royal brand.
Creative Execution
The 2017 campaign launched with the “Agent on the Rocks” TV spot. This time, Williams is on a mission to track down flavor in the snowy mountains. His opponent, Dr. Bad Taste, tries to put an end to the idyllic trip. However, our hero is ready to escape his villains with the utmost elegance.
In a second film, “The Quest”, Dr. Bad Taste kindnaps Williams’ love interest and steals his coffee capsules. In an online game, users were given clues and invited to help the agent complete his mission.
Café Royal also sponsored Robbie Williams' «Heavy Entertainment Tour». The brand showed its ads at the concerts as well as promoting the tour with topical and localized video snippets of Williams. These were shared on social media and seeded to the press. Additionally, Café Royal had an ad presence at the Brit Awards, where Williams won the Brits Global Icon Award.
Café Royal achieved a market share of 12% in France (making it the number 2 coffee brand in the country), 9,6% in Germany, and 18% in Switzerland. Three years after the brand's launch in France, its key market, more than 15% of consumers are aware of Café Royal.
The promotion of the tour reached more than 600'000 Robbie Williams fans at concerts and made over 50 million contacts on social media. More than 100 Meet & Greets with Williams and 1'500 tickets were given away in competitions that brought in nearly 250'000 participants. Additionally, over 100'000 samples and 120'000 wristbands were also distributed through the tour promotion.
The Café Royal campaign features Robbie Williams as a suave and charming secret agent. It delivers exciting storytelling in action-packed films that pitch our hero against his arch nemesis Dr. Bad Taste. The mix of thrilling adventure, smart humor and beautiful women offers lighthearted entertainment at its best – not to mention high-production value and a lead actor who’s as charismatic as they come. The only thing needed to make the ads even more enjoyable is a good cup of coffee.
Compared to the key market dominator Nespresso, the campaign budget was very small (approx. 10x smaller per individual market). It was essential to generate contacts and engagement with the brand outside of paid media. With a long-term, integrated and social-media-optimized storytelling format we achieved maximum shareability, targeting not just women (who love Robbie), but also men (who want to be like Robbie). Numerous social-media-specific creative executions were developed, turning Robbie’s 5 million friends on Facebook and over 2.6 million followers on Twitter into more than 119'800 Café Royal brand ambassadors.