Media > Use of Media
MORNING ALARM
OGILVY BEIJING, Beijing / MAXWELL HOUSE / 2008
Awards:
Overview
Credits
Overview
CommunicationGoal
China is a tea drinking country. Most people wake up to a thermos of hot water then head off to work still half conscious. The challenge was to promote the beneficial jolt coffee provides to a country bent on tea. How could Maxwell House make the “wake up” benefit of their coffee clear to office workers on their early morning shuffle into work?
Effectiveness
The stunt was the buzz on the street for the next week, with people from neighbouring buildings coming to visit the lift. Photos and videos were taken and uploaded to content-sharing sites such as YouTube, continuing the buzz online.
Execution
A shot of adrenaline. As many use the lift to get to their office, a picture of an exposed elevator well was stuck to the floor of the lift. When the doors opened, people were shocked to find the lift had no floor. They would suddenly wake up, much like the effect of drinking a cup of Maxwell House coffee.
MediaStrategy
Office workers, 22-35 years old, white collar. The ad caused quite a commotion on the morning of its launch, crowding the lobby with surprised office workers.
More Entries from Best Use of Ambient Media: Large Scale in Media
24 items
More Entries from OGILVY BEIJING
24 items
