Strauss: DONCAFE LIVE RADIO VENDING MACHINE

Credits & Description:

Advertiser: STRAUSS ROMANIA
Agency: McCANN ERICKSON
Category: Direct response broadcast: TV, radio & infomercials
Advertising campaign: DONCAFE LIVE RADIO VENDING MACHINE
Digital Creative Planner: Adrian Constantin (BV McCann Erickson)
Media Manager: Alina Vasile (Universal Media)
Executive Creative Director: Catalin Dobre (BV McCann Erickson)
Digital Specialist: Cristian Ene (Universal Media)
Account Manager: Ana Miculescu (BV McCann Erickson)
Copywriter: Cristina Calota (BV McCann Erickson)
Managing Director: Mihai Trandafir (Universal Media)
Art Director: Ionut Coanda (BV McCann Erickson)
Account Executive: Valentina Caluser (BV McCann Erickson)
Creative Partner: Adrian Botan (BV McCann Erickson)
Group Creative Director: Adriana Pascan (BV McCann Erickson)
Head Of Strategy: Diana Ceausu (BV McCann Erickson)
Senior Radio Buyer: Dragos Zileriu (Universal Media)
Online Manager: Luminita Visu (Universal Media)
AV Producer: Alina Tarba (BV McCann Erickson)
Corporate Public Relations Manager: Carmen Bistrian (BV McCann Erickson)
Account Manager: Ioana Glitia (McCann PR)
Art Director: Ionut Cojocaru (BV McCann Erickson)

Client Brief Or Objective
Unlike its competitors, DONCAFE vending machines make coffee out of whole coffee beans ground on the spot. However, in a market educated by instant coffee producers, Romanian consumers find it hard to believe that a machine does serve freshly ground coffee.We were challenged to demonstrate this unique feature of our product and increase the consumption of coffee at the vending machines.

Execution
We activated consumers in order to create a real live product demonstration of our products’ unique features. We replaced regular radio commercials with spontaneous live radio content, while turning real people into protagonists of unique conversations.

Outcome
Over 1 million people listened to our ads. It became the first Romanian radio ad to go viral. We got over 5.5 million media impressions. With a media investment of less than €7,000, we had more than €200,000 earned media.This also increased DONCAFE number of servings by 33%.

Implementation
We started by altering one of the machines in order to serve people whole coffee beans instead of the regular cup of coffee. Then we directed consumers to call the hotline signaled on the machine.Upon calling, people were transferred to a couple of radio DJs, famous for their pranks. This time, the DJs impersonated the customer care operators of the vending machine company, turning each call into live radio content for our brand.We partnered with the most popular morning radio show in Romania. And, instead of regular radio commercials, we got spontaneous live radio ads, with real people as protagonists.