Moccona Romantics

The Challenge

MOCCONA wanted to continue their lead in the freeze dried coffee segment by further strengthening their premium position and encouraging consumers to enjoy a more premium experience more often.

Traditionally, this had been done with evocative, emotional television campaigns, supported by retail product and price focused print. The challenge was to create a digital campaign that was able to communicate any special offers, new product releases and competitions, while also creating an emotional connection that leverages the MOCCONA brand beyond an instant, supermarket coffee.

The Solution

Our strategy was to bring the romance of the (much loved) MOCCONA TVC and brand heritage into the online space, by creating a campaign that was, at its heart, all about making special and romantic moments in everyday life. We created a series of executions that allowed the user to experience their own romantic moment while doing their everyday online activities. Using the iconic MOCCONA jar candle holders from the TVC, we created animated skins that synched with interactive banners and re-enacted the TVC candle journey around the user's computer screen. This interactive/synch page was a media first for Yahoo. The user simply had to light the first candle to experience the special moment. The candle journey continued into the creative on the Facebook page, where we inspired special moments with romantic ideas, conversations about love as well as talking to special moments with the product. Facebook then linked to the Go Somewhere Special iPhone Application, which utilised GPS and Augmented Reality. Allowing the user to map a journey for their love to a secret rendezvous, their love is then lead to the secret destination by a line of virtual MOCCONA jar candles, just like the TVC. Consistent colours, tone of voice and design elements connected the campaign through all digital touch points, including the refreshed MOCCONA website.

The Result

To date, the MOCCONA Romantics campaign has achieved both its objectives of awareness and engagement. The broad reach, rich media executions enjoyed a click through rate of 1.26. At only 10% of the overall media budget, digital achieve a reach of almost 2.5 million unique users. When the new MOCCONA site launched, time spent on the site grew to an average of 6.45 minutes. Our engagement objectives were met with a consistently growing Facebook community, standing at time of writing at over 4,100 fans, of which over 80% are considered highly engaged, and respond regularly to posts. We reached our target market objectives, with over 91% of our fans being in the Female, 37+ bracket. Our current average response for post has risen to 17.4 comments and 16.5 likes. The iPhone Application was designed as an engagement piece, but resulted in free digital editorial that pushed our campaign awareness further.