Carat Interactive won the Most Innovative Use of Technology Award for its “Create your own Moccona Mocha Duet Cover” for coffee marketer Douwe Egberts. For this campaign Carat Interactive simulated key elements of friends, gossip and sociability—attributes generally associated with it by the campaign’s target audience of dedicated coffee lovers. It also created a tool which allowed users to integrate these elements in an online environment.
Using Flash technology, Carat Interactive developed an interactive application whereby users were able to upload their own photo into a New Weekly magazine cover brought to them by Moccona Mocha Duet.
Users were given the choice of three different New Weekly cover templates—complete with celebrity pictures and catchy headlines.
Having the opportunity to create a New Weekly cover with Moccona Mocha Duet branding not only created brand awareness for the launch of this new product with the core target market but also enhanced the brands attributes and reinforced the key tagline: “It’s coffee. It’s cocoa.”
