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HotCool Integrated Campaign

Project Name

Jacobs HotCool Integrated Campaign

Business Objective vs. Challenge

For the summer campaign, we aimed to educate our consumers about both cool and hot coffee consumption during summer, in order to increase consumption during a low-season.

Creative Concept

We played with the idea of Hot and Cool in a large promotional campaign, designed and implemented 360.

Tactics

The main execution was digital – we have developed a large digital platform, that incorporated a promotional section and a gamification one. For the gamification part, we have created two catching games, over 50 original articles, over 300 different coffee question, as well as a recipe section that invited our user to upload their own combination.

In-store, we created multiple materials, as well as a special execution implemented in top retailers.

For media support, we have developed multiple banner formats, especially video ones.

The TV spot was also designed in-house, as well as all the clips generated thought out the campaign.

We handled the Facebook page, as well as the social media campaign.

Also, as part of the campaign, we managed two large sponsorship events, assuring Jacobs presence at SummerWell and CityWave. For these, we created an innovative photo activation, creating 360 photos that we instantly turned into coffee cups.

Additional, we have created an innovative keyboard activated by coffee, which got younsters really engaged and excited.

Results

The campaign helped Jacobs reach the first place in market share. Other results were also positive and even above expectations:

  • Over 220.000 unique users entered the app, with 30% recurrence rate
  • The Barista Game designed had time on site of about 10 minutes, Ice Breaker 6 minutes and the quiz an average of 2 minutes.
  • Over 1200 coffee cups with 360 photos printed during SummerWell activation.

Our services

Strategy, Creative Concept, Design, Website Development, Digital Media, TV Spot, Shopper Campaign, Events Concept and Implementation, Innovative Project, Social Media, PR, Logistics Management, 360 management of the campaign.

Author
Date
30 May 2017
Category
Integrated