Blind Coffee
Lotus Bakeries
Issue 36 | September 2015
Agency
Peanuts&Monkeys, Madrid, Spain
Creative Team
Creative Directors Mario Sa´nchez Del Real Sunde J. Sastre Art Director Javier Cobos Copywriter Alex Sanchez Jorge Benedi´ Account Executive Rau´l Ramirez Brand Contact Yasmina Alonso
Date
June 2015
Background
Having a biscuit with a cup of coffee is where many great conversations have begun. Lotus Biscuits in Spain wanted to demonstrate the role they played in bringing people together and giving them a lot to talk about.
Idea
The idea was to create a social experiment in which participants did not know who they would be sharing a coffee and a biscuit with. Through Lotus's fanpage, users could sign up to have a 'blind coffee' with someone. They scheduled a date and a time and the app brought them together.
When they first met, the participants could decide whether they wanted to go ahead or not. If they rang the bell on the table, they were happy to keep chatting to the stranger they had just met.
Almost every participant rang the bell.
To give traction to the idea, 13 famous bloggers who had never met, but who knew of each other through the internet, were given the chance to meet and have a conversation over a Lotus biscuit and a cup of coffee.
Results
1,289 people accessed the app, a 54% increase in the number of the brand's Facebook friends, 160,000 people reached in the two days of the action.
Our Thoughts
With a bigger brand and more money, this is an idea that could have gone massive. The key to its success would have been the content creators. Bringing together 13 influential bloggers and vloggers, the idea could have reached millions through their channels and their audiences. In other words, don’t buy media when cheaper and more effective is to buy the media owner.
Still, as Picasso is reputed to have said, “Good artists copy, great artists steal.” This is an idea waiting to be stolen by any brand looking to do more in social media.