Cafe Coffee Day- the preferred medium for alternative marketing needs

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.

Whetting the Indian Belly

There’s an old proverb that ‘the way to a man’s heart is through his stomach’. The case for Indian men is no different, but with the increasing decline in their attention span due to the clutter of information (in the form of sights and sounds predominantly); other human senses (smell, taste and touch respectively) have started to become indifferent after sitting on the bench for longer durations during the day. Thus, the wise old marketer decided to communicate via the former senses about a product primarily meant for the latter senses. Ironical but true.

Latest campaign: Har chhoti khushi ka celebration

Fast Food Restaurant brands coming from the land across the Atlantic dwelled over the strategy that was needed for them to succeed in tapping this vast market. One major aspect of this strategy was to position their brands properly, establishing a distinct value proposition in the minds of Indians through their communication efforts. So, when McDonald’s started its operation in India, it first started familiarizing customers by introducing locally developed products including the McAloo Tikki burger and Veg. Pizza McPuff and using experiential marketing techniques by focusing on functional benefits. Thus, came up the campaign 'McDonald’s mein hai kuch baat' (http://goo.gl/okBLi) which had a mystical feel to the brand and invited the people to come and try their products.

The Happy Price Menu campaign: What your bahana is?

 

As the brand familiarity and popularity grew, it was now time for McDonald’s to expand on its base. While introducing its Happy Price Menu (similar to Dollar Menu in U.S.A) the company promoted the value proposition for its new range of products. Campaigns like ‘What your bahaana is?’, ‘Bees mein full dhamaal’ (http://goo.gl/WsWsv) and ‘Baap ke zamane ke daam’ (http://goo.gl/si6vR) followed. For its core menu however, it used various campaigns including ‘Toh aaj McDonald’s ho jaaye’ (http://goo.gl/aOBLn) which talked about the everyday experience, encouraging its customers to visit often with friends and family and enjoy their time out. This was followed by the ‘I’m lovin it’ (http://goo.gl/gMGsk) campaign which was a global campaign employed in 118 countries (with literal translations being used in some regions). This use of a single campaign around the world reiterated the consistency and service quality offered by McDonald’s.

The International campaign: i'm lovin' it

Now, McDonald’s has started targeting the upmarket segments (higher income groups) with its McSpicy range of offerings while continuing with its Happy Price Menu with the ‘Har chhoti khushi ka celebration’ campaign. Thus, McDonald’s has realized that with the growth it has achieved in the past 15 years in India can be taken forward by communication targeted at the right segments.

Storyboards courtesy: afaqs.com