Golden Bewerages Print STAY ALERT - NEW YORK BLACKOUT by DDB Mudra Group Mumbai

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STAY ALERT - NEW YORK BLACKOUT

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Industry Coffee, Tea, Breakfast Drinks
Media Print, Magazine & Newspaper
Market India
Agency DDB Mudra Group Mumbai
Creative Director Sachin Kamble
Art Director Vivek Jadhav
Copywriter Dipen Bankim Shah
Illustrator Cocktail Arts Studio
Released September 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: GEEBEES BEVERAGES
Product/Service: COFFEE GOLD
Agency: DDB MUDRA GROUP
Creative Director: Sachin Kamble (DDB Mudra Group)
Art Director: Vivek Jadhav (DDB Mudra Group)
Senior Copywriter: Shreedavy Babuji (DDB Mudra Group)
Copywriter: Dipen Shah (DDB Mudra Group)
Illustrator: Cocktail Arts Studio (Cocktail Arts Studio)
Media placement: Ambient Promotions - Coffee Shops - 30/12/2011
Media placement: Ambient Promotions - Internet Cafés - 30/12/2011
Media placement: Ambient Promotions - Cafeterias - 30/12/2011
Media placement: Ambient Promotions - Malls - 30/12/2011

Describe the objective of the promotion.
Our client wanted to increase brand awareness by extensive sampling. In the cluttered market, other brands were banking on the popularity of their brands. But we needed something drastically different to catch the consumer's eye and hence, we played on the fact that coffee keeps you alert.

Describe how the promotion developed from concept to implementation.
Our first task was to find a new USP for our brand. We needed something drastically different to catch the consumer's eye and hence, we played on the fact that coffee keeps you alert. Our next task was to find catastrophes that had occurred in the past due to one person's carelessness. These stories were illustrated and out keeping every minute detail in mind. A.d the posters were created.
And sampling sachets were attached to promote the trial of Coffee Gold among the customers.

Explain why the method of promotion was most relevant to the product or service.
To promote that Coffee Gold keeps one stay alert, we needed to capture attention. And this is why, we created heavy illustration as our device. Each poster tells a story that adds humour and keeps one interested. Additionally, the actual, physical, narrowing down of the story to a single point, provided a great climax to get our message across.

Being a fun and energetic brand, these illustrations went completely well with Coffee Gold's brand image.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A total of 1200 sachets of Coffee Gold were sampled this way which resulted in the sales going up to 19% within 2 months.