Problem

Douwe Egberts wanted to replace the existing coffee machines in offices and workplaces in the Netherlands. However, a lot of companies stick to what they have and know.

Solution

We had to make people aware of the fact that a lot of people are drinking coffee that is simply below standard, and even more so, research showed that it affects the the overall work ethic. 

Happy employees work harder and better. A win win situation.

What did we do?

We had to make people aware of the fact that a lot of people are drinking coffee that is simply below standard, even even more so, it affects the the overall work ethic. 

And happy employees work harder and better. A win win situation.

So while we warned employers for the dangers of bad coffee on employees productivity, we empowered those same employees to declare the coffee corner a ‘danger zone’.

2 routes

Employers

They would receive the ‘symptoms of unproductive employees’ due to bad coffee.

All presented with a sense of humor.

The offer on the backside of this card ws no laughing matter. They would receive a considerable discount on a DE coffee system of they would switch.

employees

Employees could do an online scan and receive a set to declare the coffee corner a ‘danger to productivity’.

This way they could pressure the boss in buying them better coffee, resulting into a happier start of the day and of course more productivity.

All in a fun informal way.

360 campaign

radio commercial

Two versions.

Kindergarten teacher ‘working from home’.

website

Online scan.

Empower employees.

videos

Coffee inspection.

Sketches about bad coffee.

DM

War on bad coffee.

Stickers ribbon and card.

Results

Since proper research was the basis of this campaign, the outcome was shared in various media resulting in a lot of free publicity and credibility.

The target of number of machines was surpassed and the brand perception had dramatically improved.