STAY AWAKE by BBDO Germany for Melitta

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STAY AWAKE

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market Germany
Agency BBDO Germany
Creative Director Veikko Hille
Released December 2009

Credits & Description

Category: Best Use of Radio
Advertiser: MELITTA KAFFEE
Product/Service: COFFEE
Agency: BBDO GERMANY
Date of First Appearance: Dec 6 2009 12:00AM
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Toygar Bazarkaya (BBDO Germany)
Chief Creative Officer: Sebastian Hardieck (BBDO Germany)
Creative Director: Veikko Hille (BBDO Germany)
Scriptwriter: Alexander Busch (BBDO Germany)
Managing Director: Dirk Bittermann (BBDO Germany)
Account Director: Julius Möbius (BBDO Germany)
Senior Account Executive: Ulrike Heinecke (BBDO Germany)
Media placement: Radio Spot - Radio Kombi Baden-Württemberg (14 Radio Stations) - 06.12.2009

Results and Effectiveness
In the nights, when the spots were aired, click rates on melitta.de significantly increased.

Creative Execution
We came up with a playful way to show what happens, when you’re on night duty and tired: Radio spots that sounded like the news were aired at night right before and just after the news. The supposed news speaker fails several times due to his tiredness and is a good example for what can happen, when you’ve got to work without being wide awake.

Insights, Strategy & the Idea
The client’s brief was to communicate Melitta Coffee in an unseen way as the brand that keeps you awake. Target audience were people that work at night or have to stay up for several reasons.