There are few things more useful at a petrol station - apart from fuel, of course - than a strong cup of coffee. And if you add the fact that our hot refreshment is delicious, then one might ask: "Why do we need advertising?" Well, to let everyone know about it.
Since coffee is the highest value B2C product after fuel in the entire MOL ecosystem, it seemed worthwhile to create a complete campaign around it. Especially since MOL's new coffee, New Blend, is now roasted in-house and has a taste that stands out from the rest of the Hungarian coffee range.
Target audience
Identifying the target audience was easy: anyone on the move, either on foot or by car. And if we throw in the fact that New Blend is a top-shelf coffee, and we could confidently target both food and coffee enthusiasts.
Strategy
During the campaign, we worked with world champion baristas to ensure that not only the coffees but also the creatives meet the highest professional standards. First, we set up an influencer strategy. Here the focus was on quality rather than quantity. That's how Csaba Magyarósi came into the picture, and we knew that if the coffee wasn't high quality, he would be upfront and drop out of the project. This, of course, didn't happen: the influencer was even taken to MOL’s own roasting plant Roastar, and quickly became a convert to New Blend.
The second round focused on a post-based communication, where the new message (MOL's new coffee) was delivered alongside visually powerful, engaging content. It was at this stage where we involved the popular Hungarian band Margaret Island. The idea behind the content was that the band would stop by a Fresh Corner on their way to a concert, happily drink some New Blend coffee on the go, and then comment on it.
The campaign was designed purely to increase awareness. In terms of structure, the video content and their teasers were launched first. After that, we launched the social and programmatic channels. In the middle phase, we activated exciting, short, educational content. As we expected that by the final stage of the campaign, most users had already had several virtual encounters with the coffee and had some background information about the product, we launched a final consolidation phase. We published YouTube videos to help users learn more about the coffee bean and its journey from plant to cup. And to close the campaign, we shot a new final video with Csaba Magyarósi.
Results
The video content produced some outstanding results. Much more people watched the short films than we had expected, so our programmatic activity had an exceptionally high VI rate.
The results showed that in the case of large-scale campaigns, it makes sense to have one main focus that can be covered even by a single platform, where we need to develop the strongest possible presence with organic and promoted content. When choosing a channel, it is also worth considering what kind of material can be used to get the message across: videos, written posts, images? We went for video content. And we don't regret it. We shot short films that could cover a whole range of videos, be it feeling-focused, educational, or just short, impactful content.
As we saw it
We must see that working with influencers is relatively expensive, often difficult to manage, and the results are much more challenging than with other online tools. Therefore, when working with influencers, it is important not to be misled by the high number of their followers, and to carry out a more thorough analysis of them and their accounts before deciding on the right people.
Conclusion
During the campaign, both the viewable impression rates and the view rates were above average. These measures are particularly important in the age of video content, as they are good indicators of visibility, messaging and overall success of the product launch campaign. Footage from the campaign is available on YouTube:
