TIME FOR DUNHILL, TIME FOR… TEA
On behalf of BAT Germany, PIECE OF CAKE developed a new long term BTL communication platform titled “Time for Dunhill, time for…” communicating DUNHILL’s “tradition meets avantgarde” image.
The new platform kicked off in 2009 with “Time for Tea”, a campaign feeding social media and the press with branded content and culminating in a nationwide event tour.
Originally, the challenge was to conceive, design and realize a BTL platform and a first event series to emotionalize the brand and the brand world and make DUNHILL more relevant and engaging for consumers. The task was to transport the essence, presence and the premium positioning of the brand while at the same time supporting HoReCa and CRA (Consumer Relations Amplifiers) activities. The solution was developed in phases.
The first step saw the development of an authentic BTL platform called „Time for…“ standing for both a moment of indulgence and pleasure of a premium product, but also for innovation in terms of redefining standards, re-discovering traditions and interpreting them in a modern way.
Once the platform idea was found, we went on to prove its worth and created an event series in line with the platform. „Time for Tea“ sees DUNHILL claiming a consumption moment for itself uncontested by other brands: the afternoon, a time for indulgence and inspiration.
From the core of the brand comes the impetus to break rules and thereby add a new substantial routine to urban lifestyle. „Time for Tea“ combines traditional event formats to invent a brand-new one: English tea time, in line with DUNHILL’s British heritage, a modern vanguard vaudeville show with upcoming british talent in a stylish environment, the mix of both later boiling over into an excessive party, an unusually long team time ending at 1 in the morning…
The result: something excitingly new for consumers and the media.
Photos: Slavica Ziener, Nicolas Chibac, Mica, Ali Dowlatschahi, Kim Pörksen
