Having first executed the activation concept on a smaller-scale, the success saw the activation take off in a bigger and bolder space.
"Our rationale behind this exciting activation idea is simple, yet highly effective," says Joe Public's chief creative officer Pepe Marais. "Local and international travellers are often tired and jetlagged, so why not offer them a free cup of coffee at the airport? The only way to activate the vending machine is to yawn. Specifically developed facial recognition software detects the exact moment of the yawn and dispenses a hot cup of coffee."
He says that when consumers try Douwe Egberts, they usually make it their coffee brand of choice. "We wanted consumers not only to experience the coffee, but also ensure that the brand makes a lasting impression on its upper LSM consumer target audience."
IncoLabs' marketing director, Norel Landman adds, "We are excited about this campaign activation, as it is breaking all the boundaries when it comes to consumer engagement."
"Our consumers are certainly going to interact with our brand, but more than that, they will never forget it," concurs IncoLabs' group brand manager, Byron Bekker.
Art director: Freda Raubenheimer
Copywriter: Jeanine Vermaak
Agency producer: Debbie Miller
Producers: London Models
Chief creative officer: Pepe Marais
Software developer: Neil Hoy
Client service: Nina Kohler
Media strategist: Jodi Calvert
