Challenge: Jacobs Coffee introduce a new global platform around 'DREAMS" But how to bring it to life beyond ATL around Europe
Introducing: "Pay with a dream'
The first ever café where you couldn’t pay for your coffee with a card, coin or currency …. only with your dream.
We created both real pop up and virtual online café’s where you could get a Jacobs coffee in exchange for telling us your dream- some of which we made come true. The campaign launched with a series online films like this one created with each of the EU markets..
Beyond online films we created toolkit materials for markets to adapt that involved the virtual online cafe where you could pay for your jar of Jacobs by just typing in your dream. Every week we gave away hundreds of jars of Jacobs, and made one persons wish come true...
Dreams were collected and grouped into categories people could view for inspiration. And each week the winning dream was featured- for example an amateur football teams dream to have actual uniforms was made true, with Jacobs becoming their formal team sponsor.
Some EU markets used physical food truck cafes around popular markets and malls to promote the 'Pay with a dream' concept offline.
