Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Strategic Business Area of Coffee at Atlantic Grupa, headed by Managing Director Andrej Bele, follows the latest trends of communication and wins awards in the fastest growing segment of digital marketing – video.
This was once again confirmed at the recently held IAB MIXX Awards, where Grand Kafa won the award in the category of Best Digital Video Campaign of 2019, with the campaign “I Couldn’t Believe it was Real Turkish Coffee!”
The campaign was created for the Grand Black’n’Easy brand, which brought one of the biggest innovations in the Turkish coffee segment in Serbia, and then the region, whose practical and quick preparation has become widely accepted in the market.
Marketing Director of the Strategic Business Area of Coffee, Atlanic Group, Lejla Dautović Čaić, emphasizes that the goal of creating this campaign was further growth of this market and penetration among Turkish coffee consumers. “Research has shown that we have an excellent product, but because of the speed and simplicity of its preparation, many people didn’t believe it was real Turkish coffee,” Dautović Čaić said. “As almost everybody who has tried our coffee for the first time utters ‘but this is real Turkish’, we’ve devised the whole campaign around this very sentence,” she added.
With Branko Đurić Đuro in the lead role, the campaign achieved tremendous communication results with the target group, and successfully conveyed brand messages, resulting in 4 million views of video content, or more than 500,000 minutes of viewing the content during one month that the campaign lasted.
“Reactions and interest of the users were there. Engagement on the sites significantly increased during the campaign, and the fan base within the target group was increased by 4%,” said Olja Đuričić, Digital Marketing Specialist for the Strategic Business Area of Coffee at Atlantic Grupa.
How the campaign came to be, what was the strategy behind it, which solutions were devised and what were the final results, find out from the case study below:
The entire campaign was created around the sentence that almost everyone say when they first try the coffee: “But this is real Turkish.” All that was left was to find the right celebrity, and the choice wasn’t hard – Branko Đurić Đuro and the great Black’n’Easy.
IDEA AND EXECUTION
The idea behind the campaign was that besides the TVC that will spread awareness through the appropriate channels, a more (intimate) content was to be provided for users of digital channels, that is, to take them behind the scenes. Đuro’s charm was used to point out through short video clips that they only need to try it and they’ll see it’s real Turkish coffee. In addition, the main functional benefits were highlighted – that Black’n’Easy is ready in a minute and easy to prepare. Through short form video of 30-50 seconds, attention was drawn and users were encouraged to try the product, including those who have never dared to make Turkish coffee. Videos were shared on three social networks: Facebook, Instagram and YouTube. With precise targeting they reached the target group and received excellent responses, which also reflected on the point of sale.
Since the campaign was based on the insight that users don’t have confidence in the product because of the packaging itself and the manner of its preparation, the results of the campaign are measured primarily in the segment of sales. And sales have recorded a significant increase in the recent period. The campaign’s goal was to spread awareness and to get closer to the target group. The campaign reached more than 2.5 million users in Serbia and continued on other markets in the region. The content provided on online channels was viewed more than 500k minutes in one month alone, which means the campaign succeeded in engaging the users, as more than 60% of them watched the videos to the end. Reactions are no exception – site engagement has increased significantly during the campaign, and the fan base grew by 4% within the target group.
Zoran Golub, Category Development Manager, SPP Coffee, Atlantic Grupa
Gojko Banatski, Senior Brand Development Manager
Vanja Vukadin, Junior Brand Development Manager
Olja Đuričić, Digital Marketing Specialist
Jovana Kovačević, Digital Account Director, Executive Group