Café Royal drops coffee samples with parachutes over the festival grounds
Café Royal surprises visitors to "The Flying Dutch" music festival in Eindhoven with a completely new type of product sampling. In keeping with the festival name, coffee capsule product samples "flew" from the sky on mini parachutes, dropped from a helicopter.
This innovative surprise sampling was realized for the first time in Europe. For the important Dutch market, Café Royal relies on unique product sampling as part of "The Flying Dutch" event. The largest outdoor festival in the country, with 100,000 visitors, takes place annually in Amsterdam, Eindhoven and Rotterdam at the same time and presents the most important DJs in the Netherlands. At the Eindhoven location, Café Royal carried out a surprising sampling with coffee capsules. Packs of ten capsules each were dropped from a helicopter circling in the air on small parachutes (91 cm in diameter) over a special drop zone, right next to the Café Royal Tasting Area on the festival site.
The helicopter and parachutes were prominently branded with the Café Royal logo. The three drops (#royaldrop), each containing 500 product samples, were announced with a text message on the festival app and a video clip on the main stage screen. As an additional attraction, 2×2 exclusive backstage tour tickets were included in each drop. "With the Air Drop sampling campaign, we reached our target group emotionally, impressed and inspired them. We were also able to clearly differentiate ourselves from our competitors with this experiential communication, the first of its kind in Europe," says Nigel Gähwiler, Marketing Communication Manager Benelux at Café Royal.
Responsible at Café Royal: Nigel Gähwiler (Marketing Communication Manager Benelux; Project Manager), Roman Sonders (Head of Marketing Communication International Café Royal) - in collaboration with Remarkable Media: Simon Powell (CEO), Ryan Osbourne (Creative Director), Nikki Leynor (VP of Brand Strategy).
