Maxwell House Promo BREW UP SOME FUN! by Memac Ogilvy & Mather Dubai

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Executive Creative Director Till Hohmann
Creative Director Preethi Mariappan
Copywriter Melanie Clancy
Illustrator Sameer Kulavoor
Released May 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Product/Service: TRIO 3-IN1 COFFEE
Date of First Appearance: May 3 2009 12:00AM
Executive Creative Director: Till Hohmann (Memac Ogilvy/Mather Dubai)
Creative Director: Preethi Mariappan (Ogilvy One)
Senior Art Director: Satyen Adhikari (Ogilvy One)
Copywriter: Melanie Clancy (Ogilvy One)
Senior Interactive Art Director: Rafael Guida (Ogilvy One)
Graphic Designer: Rocelo Lamboloto (Memac Ogilvy Action)
Illustrator: Sameer Kulavoor (Ogilvy One)
Software Development Manager: Muhammad Baqir (Ogilvy One)
UI Developer: Mohammed Sayeed (Ogilvy One)
Account Director: Sarah Friswell (Ogilvy One)
Senior Account Executive: Domenico Gambino (Ogilvy One)
Project Manager: Sakshi Ashokan (Ogilvy One)
Assistant Brand Manager Coffee/Gcc: Adriana Rohalova (Maxwell House)
Media placement: Online - Timeout Dubai, MSN Arabia, Maktoob, Gulf News, Cric info - May 3, 2009
Media placement: Offline - Tabloid, City Times, National - arts and life, 7 days - May 3, 2009
Media placement: Web banners - Web banners - May 3, 2009
Media placement: Social Media - Twitter - May 3, 2009
Media placement: Social Media - Facebook - May 3, 2009
Media placement: Outdoor - Lamcy Plaza Bridge - May 10, 2009
Media placement: Posters - Offices around Dubai - May 10, 2009

Describe the objective of the promotion.
With the launch of it’s newest coffee, Maxwell House needed to foster brand engagement and create on-demand trials using social media. On a limited budget, we needed to get office workers in Dubai to forget their old favourite and demand a sample of Maxwell House Trio. The impact of the recession on the largely expat workforce in Dubai was making office life stressful and the future unsure, so we connected with staff by bringing the fun back to the office with a warm and friendly office experience.

Describe how the promotion developed from concept to implementation
We invented something to help office staff have fun: the Trio Time Office Party. We identified humor as a key driver that would get office staff to engage, so we created cartoon-styled newspaper ads, office posters, billboards on commuter roadways and online banners on business sites inspired by office life in Dubai. Each touchpoint connected with staff at a different point through their work day, and pointed to book a Trio Time Office Party online. Staff signed for parties using the robust website, and Team Trio, armed with goodies, games, lots of Trio samples and more, brought the fun.

Describe the success of the promotion with both client and consumer including some quantifiable results
In just 5 weeks, over 150 office parties took place across Dubai. More than 4000 office workers sampled Trio. Hundreds engaged online through Facebook and Twitter and thousands of office staff got a break from the daily grind.

Explain why the method of promotion was most relevant to the product or service
This was the first ever on-demand product sampling campaign in the Middle East using social media. It spoke directly to office staff in Dubai, using humor and empathy during this precarious time, setting Maxwell House apart from the competition. The campaign is considered ‘the 1st regional campaign using Twitter that was well received by all’ because it used photos, polls and contests to generate conversations around both Trio and office life, propelling even more people to sign up for a party and sample Trio.