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Partnering To Script Success Stories!
Partnering To Script Success Stories!
Creating a better touch point for brands to connect with their audience.
Network strength: 800+ cafs in 120+ cities/towns across India and growing
Meeting place for 15-29 year olds The place they frequent most after home and workplace/college.
A place where they meet friends and colleagues, In groups of 3 or more
A place where they rejuvenate and are free to be themselves rather than a place to be seen at
Research shows that while our customers come to us for our products, a substantial amount of our customers come to Hang out with friends. The caf is also the venue for business meetings (13% ), celebrating special occasions (10%) or just plain Time Pass (17%).
YOUTH BEHAVIOUR
Strong Voice in household purchases
Make consumption related decisions in company of friends Consumption areas: Personal clothing & accessories, food, entertainment, consumer durables
Influencers: Peer group, workmates. Tech Savvy
YOUTH BEHAVIOUR
Aspiration led purchases Seeks 'feel-good factor' and expression of identity through choice of brands consumed. But is also value conscious. Spending Power: Rs 7,000-40,000 p.m.
(Sources a) Ernst & Young Study Yousumerism 2008 &
b) Bates 141 study - 3 generations, 1 big market 2008)
GROUP SIZES
Maximum foot-falls are in groups of size varying from 3 to 5 people followed by people coming in groups of 2, a major part of which are couples.
A COMPARISON
Traditional Media Vehicles Brand communication through traditional modes only: visual & audio modes Heavy spillovers High clutter levels High cost per contact Caf Coffee Day An interactive alternative media Targets the young at heart. High on engagement Low cost per contact for a filtered TG
Dwell time: Though other mediums could talk of higher time spent on the medium, ad communication is much limited to a few seconds. Vis a Vis communication is effective for the complete dwell time at CCD.
Engagement: Trials, customized communication. Vis-a-Vis BTL medium Focused TG (as against mall activations or road shows).
Uninterrupted OTS, due to high dwell time and continuous visibility of communication.
Captive audience, as against other diversions at malls or road shows.
THE OFFERING
Relevant Reach Uninterr upted OTS Captive audience
3.6 million consumers per month. 80% of these in 15-30 yrs age group Cumulative monthly disposable income of 2160 crores
No attention diverters. Relaxed frame of mind. Open to engaging with the communication. 45 minutes of uninterrupted dwell time.
Network
Unbeatable 800+ cafes, 120+ cities Covering Tier 2 & 3 towns as well.
A FEW HIGHLIGHTS
ITC- Fiama Di Wills/Vivel
Campaign: Sampling-Engagement-Data collection driven
Objective: to sample the product to a filtered young Sec A/A + potential buyer Touch Points in cafes :High impact and involvement driven, Tent Cards, CRM forms, Walls, Standees
Mechanics: Visibility: High impact intersections like Wall, Standee, Tent Cards. As soon as the customer sits down, he/she is handed over a Vivel/ Fiama gift hamper by the team member and requested to fill up a CRM form. The CRM forms are collected in the drop box kept on the counter.
Number of Samples given out for Vivel/Fiama, in three phases: 2 Lakh
A soapbox is a raised platform on which one stands to make an impromptu speech, often about a political subject. Hyde Park London is known for its Sunday soapbox orators, who have assembled at Speakers Corner since 1872 to discuss religion, politics, and other topics. A modern form of the soapbox is a blog; a website on which a user publishes one's thoughts to whomever reads the page.
CCD ACTIVATION
10 cafes, high on student footfalls chosen for the promotion where CCD consumers would be invited to come up, stand on a soap a box and Give Gyaan Topics chosen:
Old enough to get married have a child but not old enough to Drink?? Safe Premarital sex v/s moral issues Age - 43 SRK is the superstar & heartthrob of the youth?? Love at first sight
The best views won prizes and got aired on Metro Now
EDITORIAL COVERAGE
Tent Cards are the chosen element in the cafes since they are all about I am here, you cant miss me
CONTESTS @ CAFES
Contests have been activated through leaflets/contest forms given out with the menu-card /bill folders Drop boxes, which also add to prominent visibility, are used to collect all entries to the contest
ON THE WALL
The most imposing branding option within a cafe for visual communication with minimal amount of text
SAMPLING
The surest way to reach your filtered TG reducing all clutter costs. Wrigleys: Campaign Objective: On-ground support for IDA Certification for Orbit Scope: 35 Cafes in Mumbai-Delhi-Bangalore
In-caf Activation: Tent Cards on tables A free sample with all orders
Verdict: Successful, with 10L samples dispensed over a period of 30 days
SAMPLING
Hersheys Soya Milk sampling
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