Advertising campaign in social media for the coffee brand «Jockey Варвара Ловкова
Task
Jockey is the coffee brand that’s own the Russian market for 20 years. Every day people of important and irreplaceable professions: teachers, geologists, pharmacists, veterinarians, taxi drivers are starting their day with the cup of Jockey coffee. They are people of business for whom coffee is a way to cheer up in the morning, a source of energy for a working day, a working tool. The brand's slogan is appropriate: «Energy for business». In 2020, «Jockey» decided to go to social networks.
Ideas and solutions
It was clear that the usual methods would not work. The target audience won't believe perfect croissants and casually scattered coffee beans. For Jockey's social networks, we came up with the concept «Coffee is not for Instagram, but for business», «not to go, but to do». The focus of attention is the audience of the brand, people who are busy with real things not living a fake Instagram life. We have been launching a new flight every six weeks. The heroes of the first flight were 18 representatives of various professions: teacher, surveyor engineer, pharmacist, veterinarian, carpenter and other important and irreplaceable specialists. We asked them what they get their energy from every working day, how their everyday life goes, what are their difficulties and joys. The result is sincere unique stories, which we accompanied with shots taken right at the workplace. We have shown what the life of those who drink coffee actually looks like
