In January 2014, Emmi launched CHAI LATTE, an inspirational milk mix drink based on exotic spices. Half a million cups had been sold in the DACH region after just two months.
This was followed by the second wave of advertising with Plan.Net Suisse as the lead agency: a 360° campaign for online and offline channels based on the campaign slogan for the introduction, ‘It’s Chai Time’. The agency took inspiration from its brand insight and the numerous points of contact to fans of the brand, who post an above-average number of photos of themselves with their favourite drink.
From this starting point, Plan.Net created the #MyChaiTime campaign. This was based on an innovative mechanism to involve Instagram users: fans posted their personal chai moments and were linked to the competition microsite, mychaitime.com, by Instagram. The campaign was given additional drive by display advertising and the active Emmi CHAI LATTE Facebook community.
As part of the sampling campaigns in the DACH region, visitors could take a picture of themselves in a specially developed photo booth and upload and share it via the microsite, and also take part in the competition.
In just one and a half months, the microsite was accessed over 75,000 times. The Facebook page recorded growth by 6,792 fans and the number of Instagram followers increased from 0 to 369. More than 600 people shared their #MyChaiTime moments on social media channels.
Emmi CHAI LATTE