Elite Turkish Coffee, Israel‚s number one roast and ground coffee brand, faced an ageing demographic and was struggling to attract young consumers. Yet research shows that the brand‚s ten-year advertising campaign "î which had transformed drinking coffee into a national ritual "î was still one of the country‚s best-known and the ‚Captain‚ was the most popular TV ad character. The challenge was to strengthen the emotional bond between the Captain and the campaign slogan, "Hot water, small glass", with a new digitally connected audience, using an evolution of the popular narrative of the Captain TV campaign.

Launch the campaign
Published
August 2012
Topics

The Story

Elite Turkish Coffee, Israel‚s number one roast and ground coffee brand, faced an ageing demographic and was struggling to attract young consumers. Yet research shows that the brand‚s ten-year advertising campaign "î which had transformed drinking coffee into a national ritual "î was still one of the country‚s best-known and the ‚Captain‚ was the most popular TV ad character. The challenge was to strengthen the emotional bond between the Captain and the campaign slogan, "Hot water, small glass", with a new digitally connected audience, using an evolution of the popular narrative of the Captain TV campaign.

Technology is another way of telling a story. But unlike traditional media, technology can let people take part in the story and immerse them in the campaign‚s plot. We love the notion that consumers can affect the story as the campaign unfolds. Once we decided to create an ARG campaign, we knew technology would take a major role. The use of technology enabled us to transform digital media platforms such as mobile, Gmail, Streetview, Google Maps, Google Search, AdWords and YouTube to an integral part of the story by revealing a different clue on each one.

The Technology

The Results

The project generated massive consumer engagement and became a national talking-point for weeks. This was an extraordinary achievement for a decades-old brand of strong, bitter coffee traditionally aimed at an older audience. In a country of seven million people, 200,000 actively participated in the challenge "_ the majority of them under-24s "_ over half a million people watched the campaign videos on YouTube and they spent an average of 05:11 per site visit. No other brand in Israel has succeeded in harnessing Google technology in such a relevant and engaging manner and on such a broad scale.

606

total cups of (Turkish) coffee drunk

60

total sushi rolls eaten in team meetings

19

team members working on this project

Launch Date 6 February 2012