Summer vacation with Melitta – Lübecker Bucht
The Melitta® coffee brand is the official coffee partner of the Tourism Agency Lübecker Bucht.
Task & goals
Due to the Corona Pandemic, the festival summer planned by Melitta could not take place. For this reason, a short-term rethinking had to be done in order to reach the people live. Under the campaign umbrella #FreudeFürZwischendurch it was necessary to create alternative touchpoints during the Corona Pandemic for the coffee brand and to extend the actions through media communication.
EAST END was responsible for the concept development for a cooperation with the tourism destination Lübecker Bucht including the medial extension over the channels of the vacation region as well as the entire realization in the vacation areas on site.
Idea & Implementation
Due to the Corona Pandemic, Germans spent most of their summer vacations in 2020 in their own country. So what could be more obvious than a brand cooperation with one of the most popular German seaside regions? Melitta used the opportunity to meet a large number of people from all over Germany live and with a zest for life again in this special year.
With the support of EAST END, Melitta presented itself as the official coffee partner of the Lübeck Bay Tourism Agency (TALB). Under the campaign umbrella #FreudeFürZwischendurch, the coffee brand was represented both live at various vacation destinations in the region and in the media via the communication channels of the Lübeck Bay in the 2020 summer season.
On around 60 days, the Melitta CoffeeBar and the Melitta CoffeeExpress, a converted VW T2 Bulli, will provide guests in Scharbeutz, Grömitz, Heiligenhafen, Sierksdorf and on Fehmarn with a special experience of enjoyment with a variety of coffee specialties. CoffeeRunners for mobile coffee sales are also in use on promenades and some stretches of beach to provide #FreudeFürZwischendurch during your summer vacation with delicious coffee moments right on your own doorstep. The entire campaign was also accompanied by a local OOH campaign and various digital activations.
With the brand experience in this extraordinary time, more than 200,000 people could be reached live on site. In addition, there are around 650,000 regional media contacts as well as around 25,000 Melitta Welcome Packages, which were distributed in vacation homes and at campsites. Melitta has been relying on brand experiences for some years now and this summer was one of the very few brands that was able to realize experiences live in these special times. The pilot project has shown that German vacation destinations can offer a new exciting platform for brands and that this has been successful despite the great challenge of constantly changing regulations.
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