Brand Experience and Activation > Use of Promo & Activation

THE OFFICIAL COFFEE OF WIMBLEDON

PROMOCONVENTION, Milan / LAVAZZA / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

Lavazza wanted to raise its brand awareness in the land of tea-drinkers, offering a memorable consumer experience and conveying the typical Italian taste, quality and empathy.

Effectiveness

In less than 15 days a million coffee were served and Lavazza brand awareness among the Wimbledon audience (over 600,000 fans who attended the event) has more than doubled. The media coverage was very high: over 430 releases all around the world. Surveys registered a great appreciation for Lavazza’ presence at Wimbledon.

Implementation

Lavazza becomes “The Official Coffee of Wimbledon". Through engagement activities and café design, Lavazza can give a “buzz” to its brand to the 600,000 fans who attend the event and show how coffee is for Italians a chance of sharing and entertainment. The Baseline Cafeteria is enlivened by a video installation showing a tennis match between two cups and a coffee bean. Outside the gates is “The Queue”, the ticketing line of thousands of fans waiting long hours. Up and down the Queue promoters launch surveys via iPad and invite to play games such as “Racket Cup” and “Tennis Croquet”.

Relevancy

The promotion gave a touch of Italian to the most British and prestigious sporting event in the world, strongly positioning the brand and granting great visibility. The perfect occasion to make a wide audience live a real Italian coffee experience. Not limited to serving coffee in the refreshment points, Lavazza drew its image onto the notion of tennis, giving life to a new consumer experience. The engagement project spread a little Italian comfort and feel to those in the queue and opened further communication possibilities for Lavazza. Promoters were real espresso ambassadors: Italian youngsters living in London, pushing Italian eclecticism.

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