Brief--
Work with Amsterdam Worldwide to highlight Douwe Egberts’ new coffee drink Café Switch. The PR strategy was designed to extend the reach of the advertising.
Strategy
Using the fact that Café Switch needs to be pre-frothed using thumbs before hot water was poured onto it we created the notion of “thumbvertising” and set out to promote it.
At the same time we segmented the potential market for Café Switch to identify coverage opportunities and ensure the launch received maximum attention.
Execution
We created a visual stunt with actors taking the new medium onto the London Underground. This impressive event helped us secure initial coverage of the concept and Café Switch – the brand our actors were advertising.
We segmented print media in sectors to create bespoke messages that highlighted the needs of camping magazine readers, for example, to have a decent drink when they returned to base.
We offered women’s weeklies competitions whereby readers could win a free kettle and a year’s worth of Café Switch by identifying celebrity thumbs with significant take-up.
Results
Café Switch’s “thumbvertising” created a debate about the future of advertising, via extensive media coverage in print, online and radio. The brand appeared in The Guardian and Metro as well as specialist marketing titles such as adrants, gawker and caffeinemarketing.com.
We extended the launch event via coverage to our segmented audiences via titles such as Love It, Eve Magazine, Candis and Pick Me UP Puzzles.
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