Agency: e:mg
Country: Russia

The summary statement

The main massage of Jacobs is: 'Aromagia brings us closer!' But what could bring people together on New Year's Eve in cold Moscow? Maybe a cup of coffee with friends after ice skating? That's why on New Year's Eve 2016 Jacobs opened a unique café in Gorky Park, which holds the most popular ice skating rink, – the first café to be found inside a Christmas tree, which is always the centre of a festive atmosphere! The CAFÉ-TREE was a 15-metre outdoor construction and it could be seen from the most frequented places in Moscow. The café opened its doors to everyone on the rink: ice rink visitors seated on the branded warm benches with a cup of Jacobs Monarch coffee took selfie photos in photo zones and shared them on social media. This unusual construction made the café the centre of attention, the place for communication and activations.

Campaign strategy