Kruger Products: PUZZLE OF WISHES

Credits & Description:

Category: Corporate Responsibility

Advertiser: KRÜGER KAFFEE

Product/Service: NON-ALCOHOLIC DRINKS

Conception: Christiane Robyn/Andre Puchta (H-Zwo Agentur Für Kommunikation)

Consulting: Christiane Robyn (H-Zwo Agentur Für Kommunikation)

Art Director: Karin Niehaus (H-Zwo Agentur Für Kommunikation)

Text: Andre Puchta/Verena de Faber (H-Zwo Agentur Für Kommunikation)

Graphic: Lars Quiel (H-Zwo Agentur Für Kommunikation)

Public Relations: Andre Puchta/Sarah Schürmann (H-Zwo Agentur Für Kommunikation)

Management Event: Carolin Schmitz (H-Zwo Agentur Für Kommunikation)

Management Web: Celal Turhan (H-Zwo Agentur Für Kommunikation)

Media placement: Microsite - Www.krueger.de/trinkfix - 01.06.2009

Media placement: Press Releases - Different Newspapers - 15.07.2009

Media placement: TV Campaign - Children- +television Transmitter NICK - 20.07.2009

Media placement: Allocation Flyers - In Public - 26.07.2009

Media placement: 100 DIN A1- Placates - In Bergisch Gladbach - 20.08.2009

Media placement: Print Advertisement - Magazine GLkompakt And "Bergischen Landeszeitung" - 26.08.2009



Summary of the Campaign

Concept for social marketing campaign Puzzle of Wishes. With the Puzzle of Wishes Tour in 2009 Krüger focussed on child poverty as one of the major issues of our time. More than 2.5 million children in Germany were dependent on welfare or living below the poverty line.
From July 26th to September 6th, 2009 we sent a promotion team and eleven oversized puzzle-pieces on to a great journey visiting entertainment parks, zoos and other family hotspots across Germany.
The puzzle pieces were supposed to be signed and painted with wishes of children to benefit their best friends or people otherwise important to them. Celebrities like Roger Moore or RTL Television host Birgit Schrowange supported the campaign and signed the puzzle to also help Krüger with supporting the child aid organization “Die Arche”.
On the website www.krueger.de a twelfth piece of the puzzle was digitally revealed for all children who could not make it to one of the tour destinations.
An independent jury chose the 15 most beautiful and heart-warming wishes which were then fulfilled by Krüger.
Furthermore Krüger donated five cents from every sold pack of the product Trink Fix to the children's aid project Die Arche during the promotional period. The money that was generated supports the development of new homes for Die Arche. Krüger donated 200.000 Euro in 2009 and overall has already donated one Million Euro to Die Arche.



The Goal

- To take on social responsibility
- Strengthening the brand image
- Generate PR relevant announcements
- Rejuvenation of the traditional brand Krüger
- Increasing sales of the Trink Fix products



Results

During the nationwide campaign in 12 German cities more than 10,000 children signed the pieces of the Puzzle of Wishes with wishes for their best friends or people important to them.
Krüger donated an amount of 200.000 Euro; this has been generated through sales of the Trink Fix product during the campaign period to Die Arche.
In summer 2010 a brand-new Arche House will open its doors in Cologne built on the pillars of Krügers dedication.
Krüger as a company benefitted from impressively higher sales figures of Trink Fix, an enormous increase of brand awareness and a wide awareness for Krüger’s dedication in taking over social responsibility.



Execution

Twelve cities were strategically chosen and the tour schedule was planned as following: 26.07.2009 (Cologne), 04.08.2009 (Soltau), 05.08.2009 (Hamburg), 07.08.2009 (Magdeburg), 08.08.2009 (Leipzig), 09.08.2009 (Dresden), 11.08.2009 (Würzburg), 12.08.2009 (Zirndorf), 13.08.2009 (Erding), 15.08.2009 (Leverkusen), 16.08.2009 (Bottrop), 06.09.2009 (Bergisch Gladbach).
A large family event took place as a closing party including the revelation of the puzzle which was put together after all 11 pieces returned from their destinations. Also the amount of Krüger’s donation was announced and a cheque was handed over to Die Arche by Krüger CEO Willibert Krüger.
The programme of the event called Family Party included live animals, circus shows, a bouncy castle, face painting, music and bands live on stage.



The Situation

Even though Germany is an economical leading G8 country, child poverty is a major issue these days. More than 2.5 million children suffer from poverty. Krüger as an owner held company does take its social responsibility very serious and decided to support the child aid project Die Arche by generating awareness on the one hand and money on the other. The awareness was built by having informed people during several promotional actions that were made all over Germany. Money was generated by product sales and a beneficial contribution of 0.05 euro per sold Trink Fix product within a three month period of action.



The Strategy

We were asked to create a clear profile campaign to show Krüger’s social responsibility and decided to go for a social marketing & PR campaign, in order to support the child aid organisation Die Arche.
The strategy was to inform about child poverty, socially deprived families, generate PR and to make a large donation in order to support Die Arche.