For Accountants: Mornings Paulig

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For Accountants Mornings Paulig

• ????? ??????? 2009
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Summary

• Participant Mediaplan / OMD Russia
• Advertiser Paulig
• Product Paulig Coffees
• Campaign start date 01/03/2008
• Media team
• Dmitry Mordashov, Media Group Head, Mediaplan /
  OMD Russia
• Svetlana Gusarova, Media Manager, Mediaplan /
  OMD Russia
• Elvira Kuptsova, Special Projects Manager,
  Optimum Media Buying / OMD Russia

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Goals

• Paulig is a relatively new coffee brand, launched
  on the Russian market in Y2006 H2. Paulig
  concentrates its product range on natural coffee
  (both whole beans and ground coffee).
• Pauligs media budget is noticeably smaller than
  those of their competitors Pauligs SOS was
  estimated at 2.5 in Y2007.
• Moreover in Y2008 we forecast further growth of
  competitors adspends, while Paulig decreased its
  media budget by 22.
• Taking into account extremely high media
  inflation on TV (the main media for the coffee
  category, with 98 SOS), all the above meant
  minimum opportunities to become noticed by
  consumers above massive clutter and make them
  choose our brand.
• We had to maximize the impact of every ruble
  invested.

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Solution

• We advised concentrating communications on
  reaching a first-priority sub-segment of the
  audience, and to find a highly-targeted, yet
  far-reaching, communications channel to promote
  Paulig among them.
• Women aged 30-54 with average to above average
  incomes make up Pauligs most attractive consumer
  segment. They represent the highest share and
  affinity for
• 1) heavy consumers of natural coffee,
• 2) regular buyers of natural coffee.
• But this is the audience all competitors are
  targeting.
• To over-shout competitors with Pauligs small
  media budget we decided to concentrate our
  efforts on one of its largest sub-segments.

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Solution

• There are more than 3 million accountants in
  Russia a huge audience.
• Research showed that 90 of Russian accountants
  ideally match our demographic profile.
• They are mostly women, aged 30-55, with average
  to high incomes.
• Moreover, coffee consumption among them is
  extremely high
• 80 of accountants consume coffee,
• 52 consume natural coffee,
• 31 are heavy consumers of natural coffee
  (affinity 172)

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Solution

• We thought about key coffee moments in our
  audiences day.
• 83 of coffee drinkers consume it in the morning
  (source Snapshots)
• Pretty much everyone pours herself a cup of
  coffee when she firsts get to the office for
  many people its a key ritual to start the day.
• Therefore, we looked for a channel to integrate
  Paulig into every accountants morning.

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Solution

• Accountants in Russia widely use special software
  1C.
• It is designed for specific technical purposes
  generating bills, managing accounts, correlating
  debit and credit, etc.
• The most efficient, yet probably the least
  entertaining software ever created.
• Every morning accountants across Russia turn on
  1C when they switch on their computers its the
  territory they live in throughout the day.
• The ideal springboard for our surprise attack!

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Solution

• For 3 months, information from Paulig was
  integrated into 1C, appearing when the program
  was activated.
• Every morning, accountants across Russia turn on
  1C to start their day, as automatically as the
  rest of us switch on email.
• And every morning, on the menu screen where 1C
  publishes key information about updates and other
  vital news, our accountants saw the Paulig
  message, inviting them to visit the Paulig
  mini-site embedded in 1C.

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Solution

• Information on the mini-site changed each month,
  stimulating repeat visits. Our accountants were
  engaged in contests, received coffee recipes, and
  were even challenged to write poetry about Paulig.

Paulig mini-site inside 1C
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Solution Paulig mini-site INSIDE 1C
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Solution

• Paulig greeted our audience at an appropriate
  daypart who doesnt automatically reach for a
  cup of coffee as they sit down to start another
  day at the office?
• We added an element of fun to a functional but
  rather boring accounting system. With the click
  of a mouse, yet without exiting 1C, the audience
  could give themselves a welcome break from tables
  with numbers and test their knowledge about
  coffee, or find a new recipe to try out at home.
  Plus, in the land of Pushkin, many Russians fancy
  themselves poets. Paulig gave them a reason, and
  an outlet, to exercise their literary skills.
• We caught the audiences attention by
  interrupting daily routine in a unique and
  noticeable way. We courted them with something
  new and pleasant, yet never shocked or stepped
  beyond the bounds of what the audience was ready
  to accept.

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Results

• Paulig stood out above the clutter we employed a
  new communications medium where no other coffee
  brand had ever been.
• 3 million people, all of whom belong to the
  target audience, received Brands message. Not a
  single ruble wasted!
• We captured attention by interrupting daily
  routine in a unique and noticeable way, at the
  appropriate time of day
• mornings, at the start of the work day, when you
  reach for your first cup to jumpstart the
  morning.
• Opportunity-to-See 60
• CPT 92 times less expensive than TV campaign
  0,7 vs 65

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Results

• TNS research showed
• Aided awareness in Moscow grew 13
• After adding 1C to Pauligs usual marketing
  channels,
• consumer preference for Paulig doubled,
• and in St. Petersburg Paulig President became the
  most preferred coffee brand!
• Across Russia, brand loyalty increased by 67 in
  H2 2008 compared to H1 2008.

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