Better coffee - better conversation

Jacobs pitch campaign

 

Better coffee - better conversation

Insight: Coffee and conversation were made for each other. Sipping on a delicious cup of coffee is the perfect way to sink deeper into an interesting conversation.

 

Idea: Deep conversations deserve a deeper taste.

 

Receptivity Insight: Moments when they’re looking to, or thinking about, connecting with friends.

 

Direct Mail: MGTS Envelope – Coupon

Inserting Jacob’s coupons in MGTS bills is a great way to link the brand to conversation, while reaching MGTS’s larger customer base. Jacobs coupons would appear in phone bills of more that 1000 RUR (people we know love conversations). Buy JM and register with on-pack codes to get a chance to win a prize.

 

 

 

 

Instore Promotion

Jacobs post sends the real invitations with coffee samples to people you want to have better conversation with.

 

Mechanics: At the entrance of the store there is a Jacobs stand. Promo-guys should be nice and handsome. They are dressed as postmen. They share the mechanics with the customers: if you buy Jacobs, you'll be able to send a real invitation. A customer who bought Jacobs could send the card right here, in the store. If there is no activation this day, the customer can send the invitation anyway - he should register the code under the cap on the website. Every 5th code wins bonuses for deeper conversation (free minutes for mobile/MGTS, board game, Skype wallpapers, subscription to Snob club, tickets for events).

 

 

 

 

 

 

 

Digital

 

Social media Application: VK/OK Movie-invitation

Get into VK or OK application and send video invite to your friend – to have a better conversation over the cup of coffee. The video will be generated and edited automatically from the SN contents (tags, checkins, chats) with an emotional music.

 

 

 

 

 

Changable backgrounds for skype and other messengers. Help to create more pleasant atmosphere during the conversation.

 

Better coffee - better conversation

Insight: Coffee and conversation were made for each other. Sipping on a delicious cup of coffee is the perfect way to sink deeper into an interesting conversation.

 

Idea: Deep conversations deserve a deeper taste.

 

Receptivity Insight: Moments when they’re looking to, or thinking about, connecting with friends.