REPORTING POINT FOR AVERAGE COFFEE: SELECTA
SELECTA
CURIOUS MINDSET
We all know the taste of subpar office coffee. Thankfully, Selecta is the second largest B2B coffee provider in the Netherlands. The company produces delicious coffee, yet its brand recognition does not match its size. Spontaneous brand awareness was assessed: at just 12%, there was ample room for improvement.
MAGICAL DISCOVERY
The first step was sitting down with the client to define the goal for Selecta Netherlands. It was sincere and worthy of inclusion in any corporate agreement: working people in the Netherlands deserve good coffee. Since many workplaces suffer from poor coffee quality, there was a whole world to be conquered.
Our magical discovery was that we needed to do more than just communicate; we needed to facilitate. Not just run a campaign, but also create something that could genuinely prove Selecta Netherlands' promise. We developed the "Reporting Point for Average Coffee." We called on the Dutch working population to no longer accept mediocre coffee. Through a special website, employees could create a petition, which they could promote with personalized posters. The goal? To get their colleagues on board and wake up their boss. Thus, we facilitated an online platform that actively empowered Dutch people to demand better coffee in the workplace. Johnny Kraaijkamp Jr. encouraged everyone via a radio commercial, we advertised along highways, and obviously maintained a strong online presence.
BREAKTHROUGH
Selecta's brand awareness skyrocketed from a mere 12% to a staggering 50% among targeted groups. This significant increase, although not a concrete goal, was a testament to the success of our campaign. 1,000 petitions were created, involving a total of 3,000 participants. This resulted in a bonus of 1,000 leads where Selecta Netherlands naturally invited itself for tea!
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