JACOBS WAS THE FIRST TO USE THE BRANDING OF DRIVING SKILLS IN THE HBBTV ENVIRONMENT

Jacobs Douwe Egberts, a leading coffee producer, in partnership with Prima TV and Kinet, is bringing a new twist to TV advertising. It was the first in the Czech Republic to use branding games in the HbbTV environment. It has also actively involved its Jacobs brand in the game and will reward successful players.

The new game, called Driving Skills, available on Prima TV channels under the red button, offers viewers a fun way to actively engage while learning about Jacobs brand products.

How does the game work?

In Driving Skills, viewers take on the role of a driver whose job is to drive a car, avoid obstacles and collect coffee capsules. Anyone who successfully completes at least one round is automatically entered into a competition to win exciting prizes. Jacobs has prepared attractive prizes for the audience in the form of packages of several types of coffee.

During the campaign, which ran on Prima from mid-November to the end of the year, more than 25,000 viewers entered the game and spent less than a minute on average, and some even completed 10 levels of difficulty. More than 300 viewers left their phone number on the form to enter the competition for a coffee package.

Why the game?

"We wanted to find an innovative way to reach our customers while offering them a fun experience. Interactive games are very popular at the moment and the HbbTV environment allowed us to create a unique campaign that combines entertainment with our brand," says Jakub Los, Category Manager for Capsule Coffee.

The campaign was planned in collaboration with Prima TV, which provided its channels for the distribution of the game. "We are happy to be part of this project and offer our viewers a new type of entertainment. We believe that this cooperation will bring interesting results both for us and for our partners," says Kateřina Srbová, HbbTV manager.

Source: media-club.tv