Cafe Coffee Day has successfully executed a number of campaigns for various brands across a wide spectrum like FMCG, white goods, telecom, education and many more categories to meet their brand objectives and thus has proved to be a strong alternative to conventional media properties.
The opportunity to get the brand message across to customers in a very subtle yet effective method is limitless. From large wall spaces which can attract the customer with eye catching brand messages to 3D table stickers, to branded tissue papers, the list is endless. CCD is also trying to continuously innovate and offer the best possible options to create a successful campaign.
CCD offers the option to deliver a well rounded brand experience if the youth happens to be the target customer of the brand. The leveragable strengths of CCD:
Vis-a-vis reminder medium
• Lucrative base of 3 million young consumers (15-30 yrs). No other reminder medium can boast of such a focused TG delivery.
• Distribution: 800+ cafes spread across 120+ cities which includes tier 2 as well as tier 3 towns as well. A definite advantage compared to medium like Radio and Cinema.
• Dwell time: Though other mediums could talk of higher time spent on the medium, ad communication is much limited to a few seconds. Vis a Vis communication is effective for the complete dwell time at CCD.
• Engagement: Trials, customized communication.
Vis-a-vis below-the-line medium
• Focused TG (as against mall activations or road shows).
• Uninterrupted OTS, due to high dwell time and continuous visibility of communication, thus least opportunity of consumers to switch communication.
• Captive audience, as against other diversions at malls or road shows. There are no attention diverters and the audience is in a relaxed state of mind and open to engaging with the communication.
HIGHLIGHTS
ITC- Fiama Di Wills/VivelCampaign
Objective: to sample the product to a filtered young Sec A/A + potential buyer
Touch Points in cafes: High impact and involvement driven, Tent Cards, CRM forms, Walls, Standees
Visibility: High impact intersections like Wall, Standee, Tent Cards. As soon as the customer sits down, he/she is handed over a Vivel/Fiama gift hamper by the team member and requested to fill up a CRM form. The CRM forms are collected in the drop box kept on the counter.Number of Samples given out for Vivel/Fiama, in three phases: 2 Lakh
Metro Now Campaign
Theme : Soapbox
A soapbox is a raised platform on which one stands to make an impromptu speech
CCD Activation:
10 cafes, high on student footfalls chosen for the promotion where CCD consumers would be invited to come up, stand on a soap a box and ”Give Gyaan”
Topics chosen:
• “Old enough to get married have a child but not old enough to Drink??”
• “Safe Premarital sex v/s moral issues”
• Age - 43 SRK is the superstar & heartthrob of the youth…??
• “Love at first sight”
The schedule was announced on tent cards, leaflets, danglers and standees in 40 cafes in Delhi/NCR. A professional MC conducted the event at all the 10 cafes. The best views won prizes and got aired on Metro Now.
CCD offerings for campaigns and promotions
ON THE TABLE- Stickers and Tent cards
WITH THE FOOD- Side Menu Card
CONTESTS- Contests have been activated through leaflets/contest forms given out with the menu-card /bill folders. Drop boxes, which also add to prominent visibility, are used to collect all entries to the contest
ON THE WALL- The most imposing branding option within a cafe for visual communication with minimal amount of text.
SAMPLING- The surest way to reach your filtered TG reducing all clutter costs. For example, to communicate soya milk re-launch and communicate its benefits Heshey’s Soya Milk samples were distributed after billing customers in 60 cafes in Mumbai, Delhi and Bangalore. The collaterals used were 3D table stickers and standees. About 5 lakh samples were dispensed over a period of one month.
This post is very nice and the picture also.
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