A concept note for an international coffee coffee brand that is now foraying in Indian space. This concept note covers all the (possible) social media platforms where the brand can establish itself to gain visibility.

1. Quality Coffee
Experience Unparalleled Service

2. “Coffee is very much a social experience.”
Sachin Sabharwal
Managing Director – Di Bella India

3. INTRODUCING
THE CLIMATE CONNECTION
Platform : Mobile App

4. Coffee is strongly linked to Mood is strongly linked to Weather

5. TIMING MATTERS…
A right tip at the right time can do the trick.
Doesn‟t it happen that when we see an ice-cream commercial
on a scorching summer noon, we develop a temptation of the
flavor and sometimes even go ahead and grab one? The idea
behind this concept is to evoke a temptation for coffee
through an irresistible description, visual and a direct
connection with the weather.
The Climate Connection App does just that.

6. Imagine ….
..a steaming cup of coffee
…on a freezing winter
morning

7. HOW THIS APP WORKS…
The App analyzes
the weather or the …… there‟s another
….and suggests the If during the day
temperature by prompt that puts it
coffee type that there‟s a drastic
asking the user to the user that he
suits the current change in the
enter the place and should try another
weather the most weather
time as soon as he flavor.
downloads it

8. Some more examples…for better understanding
•On a winter morning, when the temperature is around 12 degrees, the App
buzzes the user to try a steaming cup of Mocha with chocolate glaze. This would
tempt even non-coffee drinkers to take a sip.
•Or during monsoon, when it suddenly rains, the App senses the sudden
change in the weather and suggests a Gingerbread Latte to compliment the
weather.
We can also add a little, tempting description of the coffee suggested. Like
Gingerbread Latte- a tantalizing blend of steamed milk, espresso, gingerbread
syrup, topped with a pinch of nutmeg, cinnamon, and vanilla powder.

9. The Next Step…
After the coffee suggestions of the day, the person is asked his views about the
blend suggested…
We just suggested „Gingerbread Latte‟ to you. Let us know
your thoughts about it.
LIKE Share
Type Your Comment Here….

10. TWITTER TRENDING
Taking the social connect idea further, the mobile app will give coffee lovers a chance to
initiate twitter trending with their favorite flavor. For e.g.:- if they like
Iced Coffee Deluxe, they can start trending under name:
#mydibellaflavouroftheday Iced Coffee Deluxe wid my favorite Chocolate cookies.
The trending name can be changed according to flavors as well. For e.g.. -
#dibellaicedcoffeedeluxe it is yummy!! Try it with chocolate cookies..
#

11. INTEGRATING Twitter/Facebook WITH DI BELLA
WEBSITE
All the „LIKES‟, comments, tweets received
through Climate Connection Mobile app will be
showcased in the microsite. For e.g. we can have
the live tweets on Di Bella flavors shown in a
window like the one given here.
The TOP 2 Tweets/Comments of the day will
feature in the upper space while running
Tweets/Comments will feature in bottom section
(as shown here).
(Please note, the attached picture is only for
indicative purpose only.)

12. My Coffee Table Pals… (an extension to Mobile App)
Sipping coffee alone is boring. One definitely needs something alongside it. My
Coffee Table Pals is a way to relish the best (and sometimes, the weirdest) coffee-
snack combinations. If the user wants to suggest a combination of his own, he is
more than „Welcome‟ to do so.
Some examples,
-Strong filter coffee with Banana Chips or
-Espresso with Nachos
-Nescafe Instant with Sev
User can share it with friends and ask them to vote for it. The most voted can later
be featured as the “Coffee Table Pals” on the Di Bella website (along with their
photos).

13. The Website Connect… (Microsite Extension)
There is more to „Coffee‟ than just flavors. A dedicated space in the Di Bella
website (a microsite) can be created to educate viewers about various aspects of
Coffee.
The Microsite will hold the following elements :
A. Details of all the Di Bella flavors
B. Coffee blends found across the world.
C. Coffee blends found in India
D. Inviting innovations/novelties to the regular blend
E. Facts about Coffee
F. Coffee hang-outs in your city
G. Health benefits of coffee
H. Link to the best of Koffee ka Krishma (Refer to Slide17-19)

14. Adding to the LIST…
COFFEE MASTER
The Game
There are a number of
elements scattered on the
The social connect buttons will
console. The elements may or There’ll be a ‘Wow Meter’
again help you share your
may not go well with ‘Coffee’. which marks you on your
recipe with friends on Social
The challenge is to mix and recipe.
Media.
match the ingredients to make
a ‘wonder blend’.

15. SOMEWHAT LIKE THIS …
WOW Meter
78%
Hey! You Scored 78% on WOW
Meter!!!
Wanna share this recipe with your
friends?
Share Tweet

16. THE USPs OF THE CONCEPT
Arouses the ‘go-grab-a-cup’ temptation
Works even for non-coffee drinkers
Endorses flavors from around the world
Vouches for ‘coffee’ as a brand
Keeps the users interested as after every buzz there’s an innovative brew to try.
Makes you not only a coffee drinker, but also a coffee enthusiast.
Exploits the potential of Social Media and starts a trend by the name of Di Bella

17. Platform
Facebook
Page/Microsite

19. REV-UP YOUR RIGHT BRAIN
Calling all the creative wiz-kids (poets,
designers, painters, photographers,
bloggers, novel writers, play writers etc.)
to showcase their karishma.
Share stories behind their masterpieces.
Get recognized and rewarded.
The masterpieces in the form of blog
posts, paintings, sketches, doodles,
stories, craft-work, photography can be
shared on the Di Bella FB page.
The best entries will be featured on the
Di Bella Microsite or even on the packs
of the brand.

20. INTRODUCING
BEANS, BAATEIN AUR BAHUT KUCH…
Platform : Microsite

21. The 360 degree approach to „Coffee‟.
From engagement perspective, the existing Di Bella website suffers heavily.
It fails to deliver the experience, it should be offering otherwise.
Following elements can be incorporated in the existing website/microsite to
make it more livelier, more engaging and more informative.

22. Different Di Bella Coffee flavors etc.
Coffee blends found across the world.
Coffee blends found in India
Inviting innovations to the regular blend
Little known facts about Coffee & its various health benefits
Coffee hang-out spots in your respective city
Link to the best of Koffee ka Karishma (Refer to Slide 17-19)
And much more …. Di Bella Wonder Blend Game (Refer to slide 14, 15)

23. INTRODUCING
Cup aur Kismet
Platform : Facebook/Mobile App

24. • For most of us, reading
the horoscope of the
day is the first thing done
in the morning.
• Although, we don‟t
believe most of what is
written, we still read and
try to relate the
predictions to our lives
• The elements such as
lucky color of the day
and lucky stone of the
day adds to the interest
factor.

25. • This is an interesting App wherein
the users will be able to predict their
day ahead/ future by reading their
coffee cup
• Tasseography is the astrological
science of predicting the future by
reading the residuals of the
tea/coffee cup. It is practiced in
Turkey.
• The person is asked to drink the
(Turkish) coffee. Turkish coffee is
not strained, so they leave the
residuals behind.
• The pattern made in the cup by the
coffee residuals are read and
interpreted to predict the future of
the person.

26. The Cup aur Kismet App works
like this-
 The user is asked to shake/flip
his cup (graphically) on the Your Lucky
Coffee of the Day
mobile/website. Every time,
Gingerbread
there is a set pattern of coffee Mocha
residuals on the cup. He will be tantalizing blend of
steamed
asked to read his cup and match milk, espresso, gin
his interpretation with the gerbread
syrup, topped with
system‟s. a pinch of
nutmeg, cinnamon,
and vanilla
 We can end the prediction on a powder.
„coffee note‟, by suggesting the
„lucky coffee of the day‟ to the
user. A new recipe/blend of
coffee everyday!

27. The USPs of the concept
Let the user start their day with Di Bella-style horoscope
Element of interest (introduction of Tasseography) which is
relatively a new concept to the Indian audience
Personalization
Element of surprise and uncertainty
A unique aspect to ‘Coffee’ is discovered
A new recipe following each day’s predictions