Serviceplan Suisse and Serviceplan Public Relations Suisse win Bronze in the 2016 Swiss Effie Awards in the “New New” category for their “In the service of good taste” integrated campaign (Delica AG). This honour was bestowed for their success in developing and establishing the Café Royal brand in France within a short timeframe.
Serviceplan Suisse and Serviceplan Public Relations won Bronze at the 2016 Swiss Effie Awards for the successful launch of the Café Royal brand in France. The accolade was conferred for the “In the service of good taste” campaign developed in conjunction with the Delica AG company. This award in the “New New” category represents recognition for the successful introduction of Café Royal’s Nespresso®-compatible coffee capsules in one of Europe’s largest coffee markets. With an integrated story-telling format conceived for the long term, a glamorous brand world is being built and nurtured. As a result, the campaign goals, including an increase in sales and growth in market share in France, have been comfortably surpassed.
The campaign strategy was to focus on the demonstrably good taste of Café Royal coffee enriched with attributes such as smartness and style – as embodied by brand ambassador Robbie Williams, who has been out and about “In the service of good taste” for Café Royal since the end of 2014. In this way it was possible to build a serious alternative brand to Nespresso® in several campaign phases (teaser phase, launch event and effective campaign start) that combine all communication disciplines.
According to Christian Baertschi, Managing Partner of Serviceplan Suisse: “This accolade is a great honour for everyone involved in the campaign for Café Royal. It demonstrates the vital importance of a pioneering and effectively executed idea for the development and growth of a brand. We are continuing to work on the campaign with Delica AG with an abundance of energy and enthusiasm. There’s good reason to be excited about future developments.”
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