In case you missed the great news before the holidays, we are happy to announce that Wangari Studio ended 2024 by winning gold at the prestigious PR & Comms competition European Excellence Awards, for the best launch! Our campaign “30-Day Coffee Break” for our client Oddlygood was selected among a total of over 700 entries, as the most creative PR-launch 2024.
Wanna know more about the case?
When Oddlygood planned the launch of their new in-coffee alternative Barista Delight, the challenge was clear: Create buzz for a healthier, lower-fat alternative in a crowded market – without budget for traditional paid media – and have the ode to oddness in mind.
When competitors go heavy, we go light. That´s how the winning idea “The 30-Day Coffee Break” campaign came to life. This was the perfect opportunity to offer the best not-job in the world! A fully paid 30-day coffee break. No fancy resumes, no top referrals, just a smooth video call and the opening for a sip-coffee-and-relax-expert was within reach.
The campaign was launched globally through a job application page, supported by job ads on local recruitment sites, media outreach, wild posting, and influencer buzz. The response? Oddly good!
· Over 200 applicants from 10 countries competed for the dream not-a-job-job
· The campaign reached 2,6 million people, earning a media value of €400 000 without spending a dime on traditional ads
· The campaign contributed to a 13,8% increase in sales value for Oddlygood, solidifying their position as the second-largest player in Sweden’s market for oat drinks.
When trust and courage are combined, extraordinary things happen. A big thanks to Oddlygood and the European Excellence Awards jury for this amazing milestone. Let’s continue to celebrate PR with purpose!
