Deli Star Coffee, one of Germany's biggest coffee importers, not only tastes amazing, but also keeps you awake. There are times when one needs coffee, but there is none at hand, - like driving at night. To remedy these situations, we, along with the renowned research company, Infrasonics, developed a world debut: Audio Coffee – coffee you can listen to. As world’s first we used binaurale beats. Stereo-Sounds that stimulate brainwaves, thus, keeping you awake.

Together with international musicians, we produced Audio Coffee tracks, played them at nighttime on the radio, offered them as downloads and distributed them as a promotion CD at the point-of-sale. Only a few days after the two week promotion, the CDs were sold out, we gained high acclaim in special interest blogs and traffic on delistar.de increased 3,7 times.

But most importantly, we made Germany’s car drivers more alert and night traffic safer.

In order to reach out to as many potential and existing clients during the two week promotion, we advertised Audio Coffee as radio broadcasts, internet downloads and as promotion CDs directly at the point-of-sale – the Deli Star cafés. To effectively reach out to our target group, we played Audio Coffee on the radio at night. After every track, the radio presenter would announce that Audio Coffee is also downloadable at www.delistar.de and when free promotional CDs would be available at point-of-sale in Deli Star coffee houses.

The package design of the CD is based on the original drinkable version: shrinkwrapped, like Deli Star Coffee, in premium, branded aluminum foil. By using this package desgin, the target group can immediately recognize that what’s inside will keep them awake – just like Deli Star coffee.

The success of the promotion was breathtaking. Only a few days after the two week promotion, the 2.500 CDs were sold out at the point-of-sale. The promotion gained high acclaim in special interest blogs and other online media. The traffic on www.delistar.de increased 3,7 times during the promotion period. The radio station egoFM profited from a large, positive feedback from their listeners, in which the Deli Star Audio Coffee, apart the promotion, was also used in various broadcasts.

But most importantly, we made Germany’s car drivers more alert and night traffic safer.

A second edtion of Audio Coffee is currently being planned. Several international artists are proactively approaching Deli Star in order to contribute to Audio Coffee 2.