Pokje Fokkie / Petit faké

"It will be difficult for us to do better than what we have already achieved with this campaign. But we'll roll up our sleeves and get to work. So stay tuned!"
(Christophe Mottint, Marketing Manager, Douwe Egberts)

Stabilise and rejuvenate consumption of coffee (especially in the morning).

The campaign aimed at positioning Douwe Egberts as a social brand, a brand which people can relate to. A parallel was made between the close relationship that an individual has to a coffee brand and that which a listener has to a favorite radio station. The communication strategy revolved around the following theme: Coffee helps you wake up.
Radio was chosen as the core medium of the 360° campaign and the main traffic builder since it offers high flexibility at an affordable cost and allows for more creativity and adaptation of spots depending on the radio station and its audience.
The communication strategy was developed across different media: marketing on-site, print and an Internet website on which users could vote for their favorite spots which were then broadcast on the radio.
The media plan focused on the 7:30 to 9:30 am time slot and active people from 25-45 years.

Several radio spots were teste and results were cleary very good / above average. Also the advertiser had its own survey and Nielsen figures, which indicated effects of the campaign. One aim was to reclaim coffee in the morning.

Coffee consumption went up for the first time in 10 years, and Douwe Egberts's share rose as well. Surveys showed excellent results on likeability and awareness.
Many awards were won by the campaign: one Merit Award and one AMMA Award as Advertiser of the year, several others at the CCB Gala, and one Gold EFFIE in the short term category. Market shares of products used during breakfast clearly indicated the success of the coffee radio campaign.