2014 Bronze Best use of Film and/or Audio
15 May 2015
Proximity London
'The Bright Tones'
Client Kenco Millicano Sunlight Blend (Mondelez)
How did the campaign make a difference? Kenco set ambitious goals: to launch a new sub-brand of its Millicano coffee with a bang, gain instant name recognition and drive desire to try amongst coffee drinkers.
The campaign made Kenco Millicano’s new Sunlight Blend coffee instantly famous – and truly brightened the days of millions of people through a live event that was made to be shared and delivered personalisation on an epic scale.
During an eight-hour event, the campaign reached fully 16% of all the people on Twitter that day in the UK, achieved 11.6m impressions across Twitter and Facebook and nearly a million film views on YouTube.
Strategy For coffee lovers, their morning coffee is their daily salvation. To convince them to try a new product, Kenco needed to convey the feeling of that coffee perk – and show them that Kenco Millicano Sunlight Blend coffee would brighten their day.
An extensive ATL campaign was underway but needed to go further to ensure that people could personally feel this through a memorable and emotionally engaging experience.
Kenco threw a live event to instantly brighten the days of as many UK coffee drinkers as possible. The event aimed to charm, delight and raise a big smile – and ensured it could be enjoyed without having to leave social media, thus increasing impact, memorability and sharing.
And since nothing feels better than a personal message, the campaign set out to achieve personalisation on a huge scale.
Creativity Kenco recruited the UK’s top improv comedy troupe, styled them ‘The Bright Tones of Kenco Sunlight Blend’ and launched a live online event in which they sang live comic songs, on request, to brighten people’s days – for eight solid hours.
With a #brightenmyday tweet or a message on the Kenco site, people shared why their days needed brightening. People could request, receive and share their song without ever leaving Twitter.
A live newsroom tracked trending memes on the day to feed the Bright Tones’ topical songs.
For maximum viral potential, we sent personal songs to Kenco customers, celebrities and Twitter users with common names.
To keep the viral buzz going, every request brought the chance to win Office Encore – with The Bright Tones visiting the winners’ offices for a private comedy performance.
Results Everything was designed to achieve one goal: shareability for maximum reach.
The campaign reached an incredible 16% of all the people on Twitter that day in the UK – with 2.5 million Twitter impressions in just eight hours. The campaign brought a 531% increase in Twitter followers, generated 9.1 million impressions on Facebook and just shy of a million (944,000) video views on YouTube – with a lengthy average dwell time of three minutes.
Over 1,000 songs were requested – from ‘I’m trying to teach teenagers Shakespeare - argh’ to ‘My cousin won’t open my Snapchats’ – and the event was featured by Huffington Post, The Evening Standard and Heat Magazine.
And it’s safe to say that Kenco achieved its aim, with an avalanche of comments from people thanking Sunlight Blend for brightening their day.
Team Emily Woodward-Smith - Senior Brand Manager, John Treacy - Executive Creative Director, Sarah Brown - Planning Director, Dayve Talbot - Planner, Nick Moffat - Creative Partner, Richard Blackburn - Creative Partner, Neil Williamson - Creative, Alex Buchanan-Dunlop - Creative, Dagmara Marnauza - Senior Account Director, Karim Miloud - Project Manager, Asha Bhatt - Account Manager, Kathy Howes - Senior Creative Art Producer, Luke Mcclure - Designer, Clary Vikstrom - Designer, Durelle Gregory - Designer
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