Kenco Millicano Sunlight Blend
Mondelez
Issue 33 | December 2014
Agency
July 2014
Creative Team
Executive Creative Director: John Treacy Creative Partner: Nick Moffat Creative Partner: Richard Blackburn Creative: Neil Williamson Creative: Alex Buchanan-Dunlop
Production Team
Senior Creative Producer: Kathy Howes Designer: Luke McClure Designer: Clary Vikstrom Designer: Durelle Gregory
Other Credits
Planning Director: Sarah Brown Planner: Dayve Talbot Senior Account Director: Dagmara Marnauza Project Manager: Karim Miloud Account Manager: Asha Bhatt
Date
May 2014
Background
For coffee lovers, their morning cuppa is their daily salvation. It's the lift that gets them ready to face the day. So if the task was to get people to try a new product that could disrupt this ritual, the idea was to sing its benefit from the rooftops. And for the launch of new Kenco Millicano Sunlight Blend, that's essentially what happened...
Idea
Playing off the coffee's promise that it could 'instantly brighten your day', a live-streamed online singathon was created – where, if the target messaged them about their day, 5 improv comedians could make a cheery song about it. Completely unrehearsed and on the spot, for 8 hours straight!
To add extra variety to the songs, there was a 'Genre Wheel' that randomly chose one of 16 quirky styles for the band to perform in.
Once each song was done, it was edited uploaded to Youtube and a link was sent back to its requester within just 10 minutes.
Then, to keep the buzz going even after the event, a prize draw was held for one lucky person to win the 'Office Encore' – a private gig to instantly brighten their entire office's day!
Results
Over 1,000 song requests were sent via Twitter (#brightenmyday) or a direct message on the singathon's microsite. All sorts of pleas to instantly brighten a day, from 'I'm trying to teach teenagers Shakespeare - argh' to 'My cousin won't open my Snapchats.'
In total, 157 instant songs were sung back-to-back within the 8 hours, totalling 944,000 video views on Youtube. And for those just enjoying the spectacle, the average dwell time on the live-stream was 3 minutes.