Saturday, June 27, 2015




          The Contagious Billboard Campaign by Café Pele

Café Pele is known as The King of Coffee. It is one of the leading brands that serve its products in more than 70 countries. Café Pele is popular for its quality and rich flavor and aroma. The best part of Café Pele is that it offers 100% pure products those are made from carefully selected beans. This entire quality helps Café Pele to satisfy each and every cup of coffee.

Customer Analysis:
The thought about the need for coffee along with the effectiveness of behavioral psychology led Lew’Lara\TBWA to the idea of the ‘contagious billboard.’ First of all, they conducted a study, which showed that 70% of people yawn when they see someone else yawning and that’s how they came up with the idea of an interactive outdoor campaign, hoping to make everyone yawn.

Interactive Marketing:
Cafe Pele and Brazilian agency Lew'Lara\TBWA got together to produce the interactive experiment involving members of the public at Fradique Coutinho metro station in Sao Paulo. It placed an interactive panel with a motion sensor among commuters, and fixed it so that the man in the poster would yawn when anyone came near. The commuters then started yawning themselves, at which point the panel showed a message: "Did you yawn too? It's time for coffee." After that a bunch of glamorous promoters from Cafe Pele stepped in to serve cups of coffee.
They also have their official Facebook page, where all the latest videos, ads, packages, and offers are posted. In their page they also post some recipes, which people can make by using their coffee.  

Publicity/Public Relations:
By doing this interactive stunt in the metro station, they got the public involved into it. Lew’Lara\TBWA, Brazil grabbed everyone’s attention with the ‘Contagious Billboard’ proving that clever stunts always work in favor of the advertiser. People were curious and liked the campaign.

Operant Conditioning:
Café Pele offered coffee, as Clever Contagious Billboard trapped everybody in Yawning. Coffee that has taste and aroma can easily help people to get free from the yawn. Everybody was happy by getting free cups of coffee and some people also shared their experiences with Café Pele team.
 

Product Message Thoughts:
The message at the end "Did you yawn too? It's time for coffee," made it very clear for the audience to relate to the product. People accepted the message and were very happy to get the free coffee at the end.

Opinion:
There interactive marketing strategy was outstanding. People loved their funny, creative campaign and were happy to experience some free cups of fantastic coffee. I really loved there campaign but I think, without focusing just only on the metro station they could have also done this stunt in some other various public places, so that more people could have got to know about it. Without focusing only on the billboard, they could make similar kind of TVC; give ads on newspapers and etc., so that it covers all the audience and target market.

Reference:
  


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