Good taste on tour
It’s rare for a Swiss brand to sponsor a world-famous star’s tour. But the coffee brand Café Royal is serving as the official main sponsor of Robbie Williams’ 2017 concert tour. Through targeted initiatives, Serviceplan Suisse is putting the coffee brand in the spotlight both before and during the live shows.
When Robbie Williams rocks the stage on more than 30 stages in Europe and Australia this summer as part of "The Heavy Entertainment Show," he can count on the support of a strong partner. The Swiss coffee brand Café Royal is accompanying the entertainer on his tour and, with an integrated campaign, is ensuring that accents are set not only musically but also in terms of communication. Particularly in the key markets of France, the Netherlands, Germany, England, Austria and, of course, Switzerland, this includes films, ads and posters, digital and especially social media.
But also promotions such as meet & greet invitations (media collaborations / contests in various countries), goody bags for VIP winners and advertising at and around the concerts and on public transport.
In two films developed by Serviceplan Suisse, the agent invites people to apply for tickets to the show on behalf of good taste. The mission to be accomplished: the search for hidden codes in the social networks and on the website as well as the packages of Café Royal. Fans have the unique chance to win not only tickets to the stadium shows in major European cities or even to one of the Australian concerts, but also a personal "Royal Moment" with the entertainer.
With advertisements, special posters as well as samplings and stage screens at the concert locations, Café Royal is also turning up the amps to promote the new capsule variety "Agent's Choice No. 2," curated by the secret agent himself.
Responsible at Delica: Raphael Gugerli (CEO), Michael Sandmeier (Head BU Café Royal), Hubert Lehnard (Head of Brand Management Café Royal), Roman Sonders (Head Marketing Communication International Café Royal), Marcel Berg (Global Lead Communication Strategy Café Royal). Responsible at Serviceplan Suisse: Raul Serrat (Executive Creative Direction), Michael Kathe, Thomas Lüber (Creative Direction), Reto Clement, Daniel Hesse, Moritz Lüth (Art Direction), Dieter Boller (Text/Concept), Christine Rainford, Selma Caglayan (Consulting), Neverest, Markenfilm (Film Production), Maik Schmidt, Marc Schölermann (Direction). Responsible at Serviceplan Public Relations Suisse: Stephanie Hug, Valérie Eckard, Regina Essig (consulting).
