Sara Lee Coffee & Tea Belgium, commissioned LBi Belgium to help them activate an online campaign (NL/FR) for extra awareness on two almost similar products (launched in March 2011). Hello Morning! and Good Evening Coffee Pads to use with the Phillips Senseo Machines.

The challenge was the following: 

• Both product are almost similar but they have distinct "moments of consumption" AND different benefits.
• A Morning Coffee Pad to brew an extra-large mug of powerful coffee and an EVENING coffee Pad, mild decaf Pad.
• The site asks the visitor 2 simple questions: the favorite Morning and Evening moment to drink your coffee.
• A subsidiary question will decide who will win a Trip to New York City.
• Registration is only based on name + e-mail. Simple and motivating.
• Other prizes are 4 Philips/Senseo Coffee machines and loads of e-coupons.

This will result, not only in a new awareness wave for Senseo and the two products, but also in a customer's "moment" insight. When do they drink their coffee? This will be augmented with the accurate Web Statistics deployment needed to generate maximum return.

The solution that LBi provided was:

• The concept, the design & the Interfaces (e-Mailing, banners, minisite) were produced by LBi.
• Slicing and development of the site were done by and external contractor.
• WordPress was proposed by the contractor for data collecting and administration (listing winners and stats) and to keep budget low and production fast.
• No flash was used for this project. Hovers, sunrise, moonrise are CSS based. The whole site is Mobile Ready, but not Mobile Proof.
• E-mailing and E-coupon were also done by an external company, selected by Sara Lee
• Hosting was done at LBi Belgium.

• Belgium

• English version