The main media for our project was promo campaign at universities.

During this promo campaign the brand had an ideal individual contact with a target audience - students.

During examination period librarians inserted our bookmarks into books, closer to their end. A real empty stick of coffee with a message on it: LEARNED WITH ONE CUP. Everything is quite simple: the closer a bookmark is to the end of a book, the more powerful is the effect of coffee.

Student found our bookmarks in books and received the message right at the moment when they were determined to study and when they were conscious of the volume of work to be done.

We distributed 3000 of bookmarks in 3 popular universities.

All students without exclusion noticed the medium.

Results:

We distributed 3000 of sticks resembling book marks in 3 popular universities. All students without exclusion noticed the unusual medium.

90% of them liked the medium.

90% saved it.