Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: KRAFT FOODS
Product/Service: CARTE NOIRE
Agency: ARC UK
Client Service Director: Michelle Whelan (Arc London)
Creative Director: Garry Munns (Arc London)
Creative Director: John Jessup (Arc London)
Planning Director: John Atmore (Arc London)
Board Account Director: Claire Jeens (Arc London)
Account Director: Cathy Elves (Arc London)
Senior Account Manager: Tammy Owens (Arc London)
Operations Director: Simon McLoughlin (Arc London)
Art Director: Dan Kennard (Arc London)
Production Manager: Chris Dale (Arc London)
Media placement: Experiential Brand Activation Media - Westfield, London - 24.09.2011
Media placement: Experiential Brand Activation Media - Grand Designs, Birmingham - 07.10.2011
Media placement: Experiential Brand Activation Media - Bullring, Birmingham - 14.10.2011
Media placement: Experiential Brand Activation Media - Westfield, Derby - 21.10.2011
Media placement: Experiential Brand Activation Media - Centre, Milton Keynes - 28.10.2011
Media placement: Experiential Brand Activation Media - Cabot Circus, Bristol - 04.11.2011
Media placement: Experiential Brand Activation Media - Masterchef, London - 11.11.2011
Describe the objective of the promotion.
In our opinion, more women in the UK should drink Carte Noire Instant coffee. But cues from the dark packaging and the Carte Noire name make her think the coffee is too intimidating and bitter for her precious coffee moment, so penetration of the brand remains low.
Our objective was to get the target (35+ fulfilled women) to sample the brand – to open their eyes to a more sensual deep, rich and luxurious coffee experience - and see that it matched their aspiration for the perfect coffee moment, which they feel they richly deserve.
Describe how the promotion developed from concept to implementation.
The challenge was to identify and create me-time occasions where we could get the target audience to sample the coffee.
We developed a haven of calm for women in shopping centres and exhibitions by creating a stand where attractive male waiters seated them in velvety, black chairs and served them with a perfect cup of Carte Noire, asking "How do you like your coffee?” The women sat back and watched silent performers on a stage, headphones playing the soundtrack of the performance cutting out all background noise. Back-to-back stages gave the women a choice of their perfect me-time scenario.
Explain why the method of promotion was most relevant to the product or service.
We believe that when the target actually taste Carte Noire many will go on to buy the brand. However we felt that couponing, dry sampling or simply serving coffee would not give the target audience the full story (although these were used to boost the total number of samples distributed).
We had to give our target women the complete brand experience to enable them to really savour Carte Noire’s richness, depth and flavour. We used male ‘seductive servers’ to enhance the whole mood and the specially designed set to create the perfect me-time backdrop.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Careful selection of venues delivered 1.1m opportunities to see our activity.
87,000 cups of Carte Noire coffee were served at exhibitions, shopping centres and store fronts. Additionally, 120,000 samples / cups were served at Toni & Guy hairdressers
The ECRM campaign achieved an above average 27% open rate
(Source: Internal metrics)
In total:
130,000 new households tried the brand, growing brand penetration to 7.7%.
Brand consideration increased from 14% to 16%, ‘me-time coffee,’ ‘a brand you can enjoy every day’ and ‘great-tasting coffee’ measures are all up on the previous year. (Source: IPSOS)