OATH PREMIUM COFFEE POP-UP SHOP

TitleOATH PREMIUM COFFEE POP-UP SHOP
BrandYAHOO TAIWAN
Product / ServiceOATH PREMIUM SOLUTION
CategoryA09. Consumer Services / Business to Business
EntrantDENTSU ONE Taipei City, TAIPEI
Idea Creation DENTSU ONE Taipei City, TAIPEI
Production 087 CREATIVE VISUAL Taipei City, TAIPEI
Production 2 SMS GROUP TAIPEI Taipei City, TAIPEI

Credits

Name Company Position
Judy Tao Dentsu One Taipei General Manager & Chief Creative Officer
Hayley Wen Dentsu One Taipei Group Creative Director
David Chen Dentsu One Taipei Creative Director
Judy Tao Dentsu One Taipei Art Director
David Chen Dentsu One Taipei Art Director
Ann Cheng Dentsu One Taipei Art Director
Hayley Wen Dentsu One Taipei Copywriter
Maggie Chen Dentsu One Taipei Senior Copywriter
Sammy Hsu Dentsu One Taipei Copywriter

Why is this work relevant for Direct?

“Nothing new for the media planning” is a common worry to many media agents. Oath is like their daily dose of coffee to wake their brains, and stimulate their media planning! We turned five different Oath premium solutions into five different coffees, and we even opened premium pop-up coffee shops at media agents’ offices, making our clients not only drink a cup of coffee but also recognize Oath's unique selling points, and thus successfully creating many selling opportunities!

Background

In Taiwan, most of the time when media agents arrange their media planning, their option is either Google or Facebook; but they rarely think of Oath. Oath provides the most diversified marketing solutions. However, too many solutions led the confusion on how media agencies could collaborate with them. Therefore, how to let media agents include Oath Premium Solution in their media planning options becomes the most important mission of the campaign.

Describe the creative idea (30% of vote)

We compared Oath to the addiction every media agent has, “Caffeine”! In addition, we opened Oath premium coffee pop-up shops at media agency offices, turning Oath into their daily dose of coffee to wake their brains and stimulate their media planning.

Describe the strategy (20% of vote)

Our target audience is the planners and buyers in media agencies. Their biggest worry is how to arrange the media planning to make clients happy, and they often suffer from not being able to come up with new tricks! Oath provides the most diversified marketing solutions. As long as Oath is included in the project, the media planning can be more innovative! What we need to do is letting media agents include Oath in their media planning; therefore, we compared Oath to the addiction every media agent has, “caffeine”, making Oath becomes their daily cup of coffee to wake their brains, and stimulate their media planning.

Describe the execution (20% of vote)

We make five different Oath premium solutions into five different coffees, and opened premium pop-up coffee shops at top five media agency offices for 9 days. Our clients not only drink a cup of coffee but also recognize Oath's unique selling points. At the same time, we also invited the top sales of Oath to act as Baristas in the video to introduce Oath's unique selling points while introducing coffee! The video was continuously broadcasted in the pop-up shops, making the target audience get acquainted with their product features while lining up to pick up their coffees. During the event, the target audience were invited to check in and upload photos to stimulate discussion within media agents.

List the results (30% of vote)

The event lasted for 9 days, and 100% reached media planners and buyers in top five media agencies, and the redeemed rate was 80%. The target audience not only praised the event, but also said that they have got better acquaintance with Oath, and would like to include Oath in their media planning…etc. More importantly, 15,087 sales pitch opportunities were created during the event!