In this inaugural campaign for STōK, Fallon created an actual hotline where callers are greeted by a series of offbeat motivational quotes when they dial 1-855-3MOTIV8.
“National Coffee Day is the perfect opportunity to celebrate the creativity, passion and drive of our consumers,” said Monisha Dabek, Brand Director at STōK. “We know they want more out of their coffee experience than ever before. They want to discover and create, and they need liquid motivation to keep them going. That’s what makes STōK a perfect fit for them, and why the motivational hotline works so well.”
STōK and Fallon didn’t just create a hotline, they also built real handset telephones where people can connect directly to the motivational speaker by simply lifting the receiver. These phones were successfully debuted at select college campus across the country during the first week of school.
“Sometimes we all need a little coffee to get us motivated, so we created things that pushed off of motivational tropes,” said Patrick Figueroa, Creative Director at Fallon. “Whether it’s through moving posters or through a hotline that sounds like you’re getting advice from Yoda…if Yoda drank too much cold brew coffee.”
Some of the encouragements callers will be greeted by:
- Never give up. Unless you’re fighting with your dreams. Then, give up and let your dreams win!
- A single twig is just one beaver away from a mighty dam. And now, it’s time to build!
- When life throws a wrench at your plans, catch it and use it to build a machine that throws wrenches back at life. You know what SToK always says, a wrench for a wrench.
The fully integrated campaign by Fallon features a series of online videos where offbeat motivational posters come to life. As STōK’s motivational speaker proclaims in the “Dream Alarm Clock” video, to achieve your dreams…you must be awake. In another clip, he tells viewers to sip a STōK to feel majestic like an eagle. Motivational, right?
The campaign also includes a comprehensive digital and social media plan, including an exclusive partnership with NPR podcasts, including the TED Radio Hour and NPR’s Wait Wait Don’t Tell Me.
Lastly, STōK conducted a national sampling tour stopping by local music, art and action sports events, including Boulevardia in Kansas City, 80/35 Music Festival in Des Moines and the US Modified Touring Series throughout the Midwest. STōK also sponsored TedX Mile High in Colorado, one of the largest, independently run TedX organizations.
STōK was founded on the belief that there’s a better way to do everything—including coffee. Brewed low and slow, we believe in time and patience, not heat. STōK offers a variety of cold-brew coffee flavors in multi-serve and single serve formats to satisfy those who want coffee to taste like coffee. STōK is always bold, never too sweet and 100 percent original. For more information, visit STōKcoffee.com.
Fallon Worldwide is a Minneapolis-based advertising agency that’s part of Publicis Communications, the hub of creative agencies within Paris-based Publicis Groupe S.A. Fallon clients include Arby’s, Comedy Central, H&R Block, Loctite and DanoneWave. Fallon Worldwide is one of the world’s most critically acclaimed creativity companies, delivering breakthrough ideas for some of the world’s leading brands. Additional information can be found at www.fallon.com.
Headquartered in White Plains, New York, and Broomfield, Colorado, the mission of DanoneWave is to bring health through food to as many people as possible via its diverse offering of dairy and plant-based foods in high growth and evolving categories. The ambition of DanoneWave is to produce healthful foods that create economic and social value and nurture natural ecosystems through sustainable agriculture. Every time we eat and drink, we vote for the world we want. And as the largest public benefit corporation in the US, DanoneWave is taking bold steps for social good in North America. DanoneWave is a subsidiary of Danone and more information is available at http://www.danone.com/en/for-all/our-mission-in-action/danone-whitewave/.
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