MAXWELL HOUSE: MORNING ALARM

The advert titled MORNING ALARM was done by Ogilvy & Mather Beijing advertising agency for Maxwell House company in China. It was released in the June 2008. Business sector is Non-alcoholic drinks.

Credits:

• Type Of Entry: Use of Media
  Category: Best Use of Ambient Media: Large Scale
  Title: MORNING ALARM
  Advertiser/Client: MAXWELL HOUSE
  Product/Service: COFFEE
  Advertising Agency: OGILVY BEIJING
  Country: CHINA
  Media/Advertising Agency: OGILVY BEIJING
  Country: CHINA
  
  
  Credit Details:

  Name	Position	Company
  Nils Andersson	Group Executive Creative Director	Ogilvy Beijing
  Kweichee Lam	Executive Creative Director	Ogilvy Beijing
  Jacky Lung	Creative Director	Ogilvy Beijing
  Xingsheng Qi	Art Director	Ogilvy Beijing
  Shengxiong Chen	Art Director	Ogilvy Beijing
  Paul Bo	Copy Writer	Ogilvy Beijing
  Matthew Curry	Copy Writer	Ogilvy Beijing
  Huimin Li	Photographer
  Kenny	Photographer
  Jacky Lung	Art Director	Ogilvy Beijing
  Nils Anderson	Copywriter	Ogilvy Beijing

  
  
  Innovative Media Strategy:
  China is a tea drinking country. Most people wake up to a thermos of hot water then head off to work still half conscious. The challenge was to promote the beneficial jolt coffee provides to a country bent on tea. How could Maxwell House make the "wake up" benefit of their coffee clear to office workers on their early morning shuffle into work?
  
  
  Creative Execution:
  A shot of adrenaline. As many use the lift to get to their office, a picture of an exposed elevator well was stuck to the floor of the lift. When the doors opened, people were shocked to find the lift had no floor. They would suddenly wake up, much like the effect of drinking a cup of Maxwell House coffee.
  
  
  Target Audience:
  Office workers, 22-35 years old, white collar. The ad caused quite a commotion on the morning of its launch, crowding the lobby with surprised office workers.
  
  
  Effectiveness:
  The stunt was the buzz on the street for the next week, with people from neighbouring buildings coming to visit the lift. Photos and videos were taken and uploaded to content-sharing sites such as YouTube, continuing the buzz online.