Tuesday, 12 June, 2012
Company name: Omnicom Group
Brand name: Bing coffee
Campaign Name: Good to the last Drop
Other agencies: JWT and WPP Group
2.0 Overview and present Situation
Bing! Coffee is a coffee shop based on a modern concept of classic and contemporary styles of the East and West. Established in 2004, Bing! Coffee introduces its warm, cosy, chic and spacious atmosphere, Bing! with its fine gourmet coffee only with lily beans, transformed it to the hot coffee and chocolate yet more into the cold beverages e.g. tiramisu latte, caffe latte, white mocca latter caramel latte, tiramisu latte, and some smoothies and various homemade cakes specialty such as Panini, Bambini, Lasagne, and Classic Tuna Baked. As a go-to place for a good cup of coffee, which inspired by the Balinese ambience, Bing! creates a perfect relaxing place to chill and gathered with the oriental adorned minimalist paintings, and subtle lightings shades suffused with natural sunlight and the shooting sounds of a water feature and the background of typical tropical chilling vibe to the cafe that makes it differ from the other coffee shop which attract customers with its uniqueness. With time to time improvement of its varieties of products also warm services, Bing! Coffee has its own Facebook page, as a one of direct marketing in social network and has up to 5,659 fans that liked the page of the populations mostly in East Malaysia, Kuching in particular. As a local brand, however Bing! Coffee seems to have more popularity and improvement from time to time compared to some local coffee house because the raw materials is imported for obtaining the best quality for example coffee beans are from Brazil, tea from Sri Lanka. 3.0 Goals and Objectives
The goal of the Bing! Coffee is to provide quality coffee and to maintain its standards and to be unique from its competitors. The reason for this campaign is to increase awareness and market share of Bing! Coffee in...