di bella - concept note
DESCRIPTION
A concept note for an international coffee coffee brand that is now foraying in Indian space. This concept note covers all the (possible) social media platforms where the brand can establish itself to gain visibility.TRANSCRIPT
Experience Quality Coffee
Unparalleled Service
“Coffee is very much a social experience.”
Sachin Sabharwal
Managing Director – Di Bella India
THE CLIMATE CONNECTION
Platform : Mobile App
THE CLIMATE CONNECTION
Platform : Mobile App
INTRODUCING
Coffee is strongly linked to Mood Weather is strongly linked to
TIMING MATTERS…
Doesn‟t it happen that when we see an ice-cream commercial
on a scorching summer noon, we develop a temptation of the
flavor and sometimes even go ahead and grab one? The idea
behind this concept is to evoke a temptation for coffee
through an irresistible description, visual and a direct
connection with the weather.
The Climate Connection App does just that.
A right tip at the right time can do the trick.
Imagine ….
..a steaming cup of coffee
…on a freezing winter
morning
The App analyzes the weather or the
temperature by asking the user
enter the place and time as soon as he
downloads it
….and suggests the coffee type that suits the current weather the most
If during the day there‟s a drastic change in the
weather
…… there‟s another prompt that puts it to the user that he should try another
flavor.
HOW THIS APP WORKS…
Some more examples…for better understanding
•On a winter morning, when the temperature is around 12 degrees, the App buzzes the user to try a steaming cup of Mocha with chocolate glaze. This would tempt even non-coffee drinkers to take a sip.
•Or during monsoon, when it suddenly rains, the App senses the sudden change in the weather and suggests a Gingerbread Latte to compliment the weather.
We can also add a little, tempting description of the coffee suggested. Like Gingerbread Latte- a tantalizing blend of steamed milk, espresso, gingerbread syrup, topped with a pinch of nutmeg, cinnamon, and vanilla powder.
The Next Step…
After the coffee suggestions of the day, the person is asked his views about the
blend suggested…
Share
We just suggested „Gingerbread Latte‟ to you. Let us know
your thoughts about it.
LIKE
Type Your Comment Here….
TWITTER TRENDING
#
Taking the social connect idea further, the mobile app will give coffee lovers a chance to
initiate twitter trending with their favorite flavor. For e.g.:- if they like
Iced Coffee Deluxe, they can start trending under name:
#mydibellaflavouroftheday Iced Coffee Deluxe wid my favorite Chocolate cookies.
The trending name can be changed according to flavors as well. For e.g.. -
#dibellaicedcoffeedeluxe it is yummy!! Try it with chocolate cookies..
INTEGRATING Twitter/Facebook WITH DI BELLA WEBSITE
All the „LIKES‟, comments, tweets received
through Climate Connection Mobile app will be
showcased in the microsite. For e.g. we can have
the live tweets on Di Bella flavors shown in a
window like the one given here.
The TOP 2 Tweets/Comments of the day will
feature in the upper space while running
Tweets/Comments will feature in bottom section
(as shown here).
(Please note, the attached picture is only for
indicative purpose only.)
My Coffee Table Pals… (an extension to Mobile App)
Sipping coffee alone is boring. One definitely needs something alongside it. My
Coffee Table Pals is a way to relish the best (and sometimes, the weirdest) coffee-
snack combinations. If the user wants to suggest a combination of his own, he is
more than „Welcome‟ to do so.
Some examples,
-Strong filter coffee with Banana Chips or
-Espresso with Nachos
-Nescafe Instant with Sev
User can share it with friends and ask them to vote for it. The most voted can later
be featured as the “Coffee Table Pals” on the Di Bella website (along with their
photos).
The Website Connect… (Microsite Extension)
There is more to „Coffee‟ than just flavors. A dedicated space in the Di Bella
website (a microsite) can be created to educate viewers about various aspects of
Coffee.
The Microsite will hold the following elements :
A. Details of all the Di Bella flavors
B. Coffee blends found across the world.
C. Coffee blends found in India
D. Inviting innovations/novelties to the regular blend
E. Facts about Coffee
F. Coffee hang-outs in your city
G. Health benefits of coffee
H. Link to the best of Koffee ka Krishma (Refer to Slide17-19)
Adding to the LIST…
COFFEE MASTER
The Game
There are a number of elements scattered on the
console. The elements may or may not go well with ‘Coffee’.
The challenge is to mix and match the ingredients to make
a ‘wonder blend’.
There’ll be a ‘Wow Meter’ which marks you on your
recipe.
The social connect buttons will again help you share your
recipe with friends on Social Media.
SOMEWHAT LIKE THIS …
WOW Meter
78%
Hey! You Scored 78% on WOW Meter!!!Wanna share this recipe with your friends?
Share Tweet
THE USPs OF THE CONCEPT
Arouses the ‘go-grab-a-cup’ temptation
Works even for non-coffee drinkers
Endorses flavors from around the world
Vouches for ‘coffee’ as a brand
Keeps the users interested as after every buzz there’s an innovative brew to try.
Makes you not only a coffee drinker, but also a coffee enthusiast.
Exploits the potential of Social Media and starts a trend by the name of Di Bella
PlatformFacebook
Page/Microsite
REV-UP YOUR RIGHT BRAIN
Calling all the creative wiz-kids (poets,
designers, painters, photographers,
bloggers, novel writers, play writers etc.)
to showcase their karishma.
Share stories behind their masterpieces.
Get recognized and rewarded.
The masterpieces in the form of blog
posts, paintings, sketches, doodles,
stories, craft-work, photography can be
shared on the Di Bella FB page.
The best entries will be featured on the
Di Bella Microsite or even on the packs
of the brand.
BEANS, BAATEIN AUR BAHUT KUCH…
Platform : Microsite
INTRODUCING
The 360 degree approach to „Coffee‟.
From engagement perspective, the existing Di Bella website suffers heavily.
It fails to deliver the experience, it should be offering otherwise.
Following elements can be incorporated in the existing website/microsite to
make it more livelier, more engaging and more informative.
Different Di Bella Coffee flavors etc.
Coffee blends found across the world.
Coffee blends found in India
Inviting innovations to the regular blend
Little known facts about Coffee & its various health benefits
Coffee hang-out spots in your respective city
Link to the best of Koffee ka Karishma (Refer to Slide 17-19)
And much more …. Di Bella Wonder Blend Game (Refer to slide 14, 15)
Cup aur Kismet
Platform : Facebook/Mobile App
INTRODUCING
• For most of us, reading the horoscope of the day is the first thing done in the morning.
• Although, we don‟t believe most of what is written, we still read and try to relate the predictions to our lives
• The elements such as lucky color of the day and lucky stone of the day adds to the interest factor.
• This is an interesting App wherein
the users will be able to predict their
day ahead/ future by reading their
coffee cup
• Tasseography is the astrological
science of predicting the future by
reading the residuals of the
tea/coffee cup. It is practiced in
Turkey.
• The person is asked to drink the
(Turkish) coffee. Turkish coffee is
not strained, so they leave the
residuals behind.
• The pattern made in the cup by the
coffee residuals are read and
interpreted to predict the future of
the person.
The Cup aur Kismet App works
like this-
The user is asked to shake/flip
his cup (graphically) on the
mobile/website. Every time,
there is a set pattern of coffee
residuals on the cup. He will be
asked to read his cup and match
his interpretation with the
system‟s.
We can end the prediction on a
„coffee note‟, by suggesting the
„lucky coffee of the day‟ to the
user. A new recipe/blend of
coffee everyday!
Your Lucky Coffee of the DayGingerbread Mochatantalizing blend of steamed milk, espresso, gingerbread syrup, topped with a pinch of nutmeg, cinnamon,and vanilla powder.
Let the user start their day with Di Bella-style horoscope
Element of interest (introduction of Tasseography) which is relatively a new concept to the Indian audience
Personalization
Element of surprise and uncertainty
A unique aspect to ‘Coffee’ is discovered
A new recipe following each day’s predictions
The USPs of the concept