83% of coffee drinkers consume it in the morning (source: Snapshots). Therefore, we looked to integrate Paulig into every accountant’s morning.

Accountants in Russia widely use 1C software. It serves specific technical purposes: efficient, non-entertaining software. Every morning accountants activate 1C when they switch on their computers.

For 3 months, Paulig was integrated into 1C – a completely unexpected environment for a coffee brand. At startup, on the screen where 1C publishes vital information about updates, accountants saw Paulig’s message, inviting them to visit the Paulig mini-site embedded in 1C.Information on the mini-site changed monthly, stimulating repeat visits. Accountants engaged in contests, received coffee recipes, and were even challenged to write poetry about Paulig.We added fun to a boring accounting system. With one mouse click, yet without leaving 1C, the audience could take a welcome “coffee break”.

Right People. Right Time. Right Message.

3 million people, all belonging to the target audience, received Brand’s message. Not one ruble wasted!Attention captured at the appropriate time of day: the start of the work day, when you reach for coffee to jumpstart the morning.CPT 92 times less than TV: $0.7 vs $65Paulig soared above the clutter, as the first coffee brand to use 1C.TNS research proved:Aided awareness in Moscow grew 13%.After adding 1C to Paulig’s usual channels, consumer preference doubled; in St. Petersburg, Paulig President became the Most Preferred coffee brand!Across Russia, brand loyalty increased by 67% (2008H2 vs. 2008H1).