Amsterdam - To mark the 10th anniversary of Douwe Egberts SENSEO®, Saatchi & Saatchi Netherlands has brought together Alain Clark and Jacqueline Govaert for a new integrated advertising campaign. A campaign that emphasizes the variety of flavours offered by Douwe Egberts SENSEO®, and how that variety brings people with different tastes together. It also shows that diversity often causes the best ideas to emerge. In the campaign, the two Dutch musicians record a duet, which will be released as a single.
The Douwe Egberts SENSEO® campaign will also include TV and radio commercials, online activities, in-store activation and an official video for music channels. The 40-second TV commercial began airing on TV from Monday 14 February. The campaign is all about variety, diversity and different tastes. Hence, two artists with different music styles: the soul singer Clark and the more rock-oriented Govaert.
The commercial shows Alain Clark and Jacqueline Govaert, working separately on new songs, but both are in need of inspiration. They meet unexpectedly at the coffee table, where they get the idea to record a duet. The single is called 'You're wherever I go' and can be downloaded from the iTunes store from March 11, 2011, while the video could be seen and heard from February 14 on 10jaar.senseo.nl
Marketing Director Douwe Egberts Netherlands, Mylene Heystek said: "We have asked Saatchi & Saatchi to combine the campaign ‘Great ideas start with good coffee' developed by BBDO, with the Senseo proposition ‘More variety for more inspiration'. Douwe Egberts is a brand that includes a number of propositions, like Senseo, Aromettes and World of Origins, but the ‘good ideas' theme always comes back."
Arjan Kapteijns, CEO of Saatchi & Saatchi | Leo Burnett Netherlands commented: "The online side of the campaign is an experience in itself. Visitors to senseo.nl can participate in the campaign by singing a duet with one of the two artists. They can replace Alain Clark or Jacqueline Govaert and sing together from behind the webcam. Jacqueline and Alain interact with the webcam image of their new singing partner. Sharing the video of the unique duet through social media creates a chance to win an iPad. The more viewers, the more chance."
Throughout the campaign, Douwe Egberts Senseo ® buyers have a chance to win an iPad as well. Every day for three months, Douwe Egberts Senseo ® will give away an iPad to one of their coffee pad customers.
Credits
Creatives: Maarten Dobbelaar, Rick Coolegem; Creative Directors: Tim Bishop, Avinash Sampath; Strategy: Arjan Kapteijns; Client: Mylene Heystek, Liesbeth ten Donkelaar, Job Terhaar Sive Droste, Caroline Swart; Account: Saskia Peters, Samantha James; Director: Yani (Hazazah)
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