Loyalty program for consumers
Project
Benefit Program „25.sat“
Period
2019-2021
Project context & Objectives
Doncafe Brand, in front of Strauss Adriatic company, is the second player in the mainstream R&G segment of the coffee market (4th in the total category), whereas Grand Kafa is the main competitor and leader in the entire R&G market.
Doncafe Brand is recognized and has been operating on the Serbian market for more than 20 years.
Agency Kreativa is a long-term partner of Strauss Adriatic and Doncafe Brand, responsible for strengthening its position on the market through marketing communication with consumers.
The Doncafe „25. sat“ project is a carefully designed Benefit program, structured and implemented through omnichannel communication, with the aim of increasing brand sales and strengthening loyalty among consumers.
From the consumer’s point of view, it is recognized and designed to simultaneously inspire and motivate people with unusual gifts to buy Doncafe coffee.
Kreativa approach & Main activities
Creative idea: The 25th hour is a mystical, imaginary time of day when only what we want happens. When no routine and obligation has any strength, there is only space left for what is most important to us. Finally, this thought experiment should make us aware to use these 24 hours as we wish.
Consumers had a simple task, to buy their favorite Doncafe Moment coffee, enter the codes from the packaging on the app/microsite and exchange them for gifts.
The communication strategy included the development of key channels: Doncafe „25. sat“ app designed for Android and iOS platforms with implemented incentive shop and price exchange, Doncafe 25.sat.rs microsite, ATL, DIGITAL, OOH, PR & Instore support for all phases of the project, cooperation with regional well-known singer Sergej Ćetković, as well as to the many artists who were guests, especially for this occasion in the work on designed awards for all participants.
Main results
The emotional power of the Doncafe „25.sat“ Benefit program attracted public attention due to its relevance and uniqueness and was inspire both existing and new consumers.
Number of registered users: 30.064
Number of entered codes: 267.346
Number of App downloads: 8.866
Number of exchanged gifts: 23.877
During the Benefit program „25. sat“, a total of 53,469.2 tons of coffee were sold.
iOS & Android App microsite
At the beginning of September 2019, the Benefit program “25. sat” was launched on the 25sat.rs website, and in October of the same year on the Android and iOS applications.
ATL/TVC
With tactical campaigns and TV commercials, we inspired consumers to participate, offering them a diverse selection of rewards specially made for them.
In October, we released the first tactical TV commercial, the aim of which was to invite users to register on the 25sat.rs website or App and collect codes, which they will exchange for gifts. New Year’s TV commercial presented a special gift edition and festive Moment packaging.
YouTube Serial
During the broadcast of the TV commercial, we also published several short videos with the actors as inspiration for choosing a gift. Each individual video represents one of the gifts from the showcase.
Instore
With tactical campaigns and TV commercials, we inspired consumers to participate, offering them a diverse selection of rewards specially made for them.
In October, we released the first tactical TV commercial, the aim of which was to invite users to register on the 25sat.rs website or App and collect codes, which they will exchange for gifts. New Year’s TV commercial presented a special gift edition and festive Moment packaging.
Brand Ambassador
The brand ambassador of the “25.sat” Benefit program was the prominent singer Sergej Ćetković.
Together with Sergej, we designed special coffee cups, inspired by the lyrics of his song “Love”. Sergej recognized the true values and importance of the Benefit program and in November 2019 dedicated a song called “25. sat”.
„Ovom pesmom sam želeo da skrenem pažnju na to da je život samo jedan i da moramo da se potrudimo da na dnevnom nivou, ako ne možemo više, izdvojimo makar jedan sat koji ćemo posvetiti porodici i najdražima, jer se neke stvari koje propustimo ne mogu vratiti. “
Sergej Ćetković
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