In order to put fresh milk on everyone’s lips again, the AMA Marketing (Agrar Markt Austria) has started a milk campaign in which the white gold teams up with caffé as the perfect luxury food item. The campaign should appeal to a predominately younger target group who are more likely to enjoy a caffè latte instead of a classic Viennese coffee specialty such as a “Verlängertem” (espresso with extra water), “Häferlkaffee” (large coffee with extra milk), or a “kleinem Braunen” (a small coffee with a dash of milk).
The idea for the campaign comes from the Viennese agency for integrated communication, Rock+Partner. In keeping with the agency’s strategy of emotional involvement, an attention-grabber was sought after that would make milk & caffè exciting and motivate the target group to actively take part in the campaign. The solution: “Latte Art”, the art of preparing caffè latte or cappuccino in such a way that the milk foam forms a pattern or a picture.
The competition “Austria in Search of the LatteStar” has put the young art form of Latte Art center stage for everyone to see. The heart of the campaign is the online at www.LatteStar.at. The site offers more than just a place to share photos and videos of your own Latte Art creations. Georg Branny, the reigning Austrian Latte Art and Barista Champion, will also share tips and tricks about everything from making the right milk foam to the various techniques of Latte Art. Short videos, easy to follow instructions and recipes should encourage the young target group to take part in the Latte Art experiment.
The integrated campaign will not only use classic advertising materials, but will also implement measures suitable for the target group: in addition to advertorials in printed media, events, LatteStar lounges at Viennese universities, and a wide-spread online campaign (from banners to viral spots) will also be used.
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