For Accountants: Mornings Paulig

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For Accountants Mornings Paulig

• Kiev International Advertising Festival 2009
• Media Projects
• ?-4. Non-traditional advertising media, new media
  and ambient media

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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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Description of campaigns objects posed

• Paulig coffees launched in Russia in 2006H2.
• Situation in 2008
• massive media inflation, increasing competitor
  budgets and Pauligs 2.5 SOS was shrinking.
• To persuade consumers to choose Paulig, we had to
  maximize the impact of every ruble invested.
• Women aged 30-54 with average and above incomes
  are heavy consumers and regular buyers of
  natural coffee. But this is who all coffees are
  targeting.
• To out-shout competitors with Pauligs small
  media budget we advised targeting communications
  to one of the largest sub-segments of this group.

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Description of campaigns objects posed

• There are more than 3 million accountants in
  Russia a huge audience.
• Research showed 90 of them ideally match our
  profile
• mostly women, aged 30-55, with average to high
  incomes (affinity 462), and they're heavy
  consumers of natural coffee.
• We found the Right People. Next find the Right
  Time. When? Mornings!
• Mornings mean coffee its a key ritual to start
  the day.

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Description of media solution

• 83 of coffee drinkers consume it in the morning
  (source Snapshots) Therefore, we looked to
  integrate Paulig into every accountants morning.
  
• Accountants in Russia widely use 1C software. It
  serves specific technical purposes efficient,
  non-entertaining software. Every morning
  accountants activate 1C when they switch on their
  computers.

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Description of media solution

• For 3 months, Paulig was integrated into 1C a
  completely unexpected environment for a coffee
  brand.
• At startup, on the screen where 1C publishes
  vital information about updates, accountants saw
  Pauligs message, inviting them to visit the
  Paulig mini-site embedded in 1C.

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Description of media solution

• Information on the mini-site changed monthly,
  stimulating repeat visits.
• Accountants engaged in contests, received coffee
  recipes, and were even challenged to write poetry
  about Paulig.
• We added fun to a boring accounting system. With
  one mouse click, yet without leaving 1C, the
  audience could take a welcome coffee break.
• Right People. Right Time. Right Message.

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Solution Paulig mini-site INSIDE 1C
mini-site inside 1C
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Description of results that campaign achieved

• 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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Description of results that campaign achieved

• 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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Description of things that differ this campaign
and make it deserving of award

• Paulig greeted our audience at the 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 leaving 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.
• 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.
• We reached the Right People at the Right Time
  with the Right Message.
• And we delivered measurable business results.

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