2010 Winners & Shortlists

The Brief

With the launch of it’s newest coffee, Maxwell House needed to foster brand engagement and create on-demand trials using social media. On a limited budget, we needed to get office workers in Dubai to forget their old favorite and demand a sample of Maxwell House Trio. The impact of the recession on the largely expat workforce in Dubai was making office life stressful and the future unsure. So we connected with staff by bringing the fun back to the office with a warm and friendly office experience.

Creative Execution

This was the first ever on-demand product sampling campaign in the Middle East using social media. It spoke directly to office staff in Dubai, using humor and empathy during this precarious time setting Maxwell House apart from the competition. The campaign is considered ‘the 1st regional campaign using Twitter that was well received by all’ because it used photos, polls and contests to generate conversations around both Trio and office life, propelling even more people to sign up for a party and sample Trio.

Describe the creative solution to the brief/objective.

We invented something to help office staff have fun: the Trio Time Office Party. We identified humor as a key driver that would get office staff to engage. So we created cartoon-styled newspaper ads, office posters, billboards on commuter roadways and online banners on business sites inspired by office life in Dubai. Each touchpoint connected with staff at a different point through their work day, and pointed to book a Trio Time Office Party online. Staff signed for parties using the robust website, and Team Trio, armed with goodies, games, lots of Trio samples and more, brought the fun.

Results

In just 5 weeks, over 150 office parties took place across Dubai. More than 4000 office workers sampled Trio. Hundreds engaged online through Facebook and Twitter. And thousands of office staff got a break from the daily grind.