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MAXWELL HOUSE: MORNING ALARM
| See full size 629x921 px | |
| Released: | June 2008 |
| Avertiser: | Maxwell House |
| Agency: | Ogilvy & Mather Beijing |
| Country: | China |
| Category: |
Non-alcoholic drinks
|
| Awards: |
Cannes Lions 2008 Media Bronze
|
| Tags: |
Case study
Cannes 2008
Creative review
Ads for insomnia. Selected creative works in coffee advertising
|
Credits:
Type Of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title: MORNING ALARM
Advertiser/Client: MAXWELL HOUSE
Product/Service: COFFEE
Entrant Company: OGILVY BEIJING
Country: CHINA
Media/Advertising Agency: OGILVY BEIJING
Country: CHINA
Category: Best Use of Ambient Media: Large Scale
Title: MORNING ALARM
Advertiser/Client: MAXWELL HOUSE
Product/Service: COFFEE
Entrant Company: OGILVY BEIJING
Country: CHINA
Media/Advertising Agency: OGILVY BEIJING
Country: CHINA
Credit Details:
| Name | Position | Company |
| Nils Andersson | Group Executive Creative Director | Ogilvy Beijing |
| Kweichee Lam | Executive Creative Director | Ogilvy Beijing |
| Jacky Lung | Creative Director | Ogilvy Beijing |
| Xingsheng Qi | Art Director | Ogilvy Beijing |
| Shengxiong Chen | Art Director | Ogilvy Beijing |
| Paul Bo | Copy Writer | Ogilvy Beijing |
| Matthew Curry | Copy Writer | Ogilvy Beijing |
| Huimin Li | Photographer | |
| Kenny | Photographer | |
| Jacky Lung | Art Director | Ogilvy Beijing |
| Nils Anderson | Copywriter | Ogilvy Beijing |
Innovative Media Strategy:
China is a tea drinking country. Most people wake up to a thermos of hot water then head off to work still half conscious. The challenge was to promote the beneficial jolt coffee provides to a country bent on tea. How could Maxwell House make the "wake up" benefit of their coffee clear to office workers on their early morning shuffle into work?
Creative Execution:
A shot of adrenaline. As many use the lift to get to their office, a picture of an exposed elevator well was stuck to the floor of the lift. When the doors opened, people were shocked to find the lift had no floor. They would suddenly wake up, much like the effect of drinking a cup of Maxwell House coffee.
Target Audience:
Office workers, 22-35 years old, white collar. The ad caused quite a commotion on the morning of its launch, crowding the lobby with surprised office workers.
Effectiveness:
The stunt was the buzz on the street for the next week, with people from neighbouring buildings coming to visit the lift. Photos and videos were taken and uploaded to content-sharing sites such as YouTube, continuing the buzz online.
Focus: Ads for insomnia. Selected creative works in coffee advertising
Images
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Aroma Coffee: Wake up
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Aroma Coffee: Wake up
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Aroma Coffee: Wake up
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