A. Film
B. Press
C. Outdoor
D. Radio
E. Film Craft
F. Design
G. Interactive
H. Creative use of Media
I. PR projects
J. Marketing Services projects
K. Advertising Campaigns
G-4-28. Master of Coffee
| Agency | Digitalizm |
| Creative head | Digitalizm |
| Author of idea | Digitalizm |
| Product | Tchibo 100% Arabica |
| Description | Challenge: Strengthen brand image as coffee expert. Increase trial and purchase intent of Tchibo Exclusive. Strengthen brand image as coffee expert via education of consumers that 100% Arabica in Tchibo Exlusive is of high quality, handled with expertise and care at each stage of coffee processing. Idea: Integrated digital campaign based on the online game “Master of coffee”. Become a true «Master of Сoffee» – follow Tchibo coffee bean from the plantation to the cup accompanied by world known Tchibo experts. Ask your friends from social networks to help you in difficult moments and reward them with real Tchibo coffee in offline. Solution: We turned coffee production process into engaging online social game. We used the following mechanics to drive even more engagement: - Contest: rating and prizes for best players - Social media integration to create WOM effect: ask your friends for help via SMM buttons - Massive on line coffee sampling and reward to those who helped you to play: share REAL coffee with your friends from SMM Results: 1 Mio visits to website, more than 50% visits came from social media 357K unique visitors 42K active players, almost 30% players were invited via social sharing 6 minutes average spent on the website 56K coffee samples ordered (280% vs planned) |
| Team members | Digitalizm |
