The document provides a digital roadmap for Cafe Coffee Day to increase its brand awareness and engagement among 18-35 year olds online. It recommends creating a website and using social media platforms like Facebook and Twitter to extend Cafe Coffee Day's existing properties to a wider audience. Specific initiatives suggested include extending its Cafe Premier League sports coverage, allowing users to schedule dates at cafes, sharing love stories and memories from cafes, and allowing users to upload pictures and comments expressing how they wish they had a coffee in that moment. The goal is to bring the Cafe Coffee Day experience to life online and show that a lot can happen over coffee.

1. DIGITAL ROADMAp

2. BRAND AMBITION

3. TO BE THE BEST CAFE CHAIN BY OFFERING A WORLD CLASS COFFEE EXPERIENCE AT AFFORDABLE PRICES.

4. digital Objective

5. increase cafe coffee day brand awareness and trial amongst the tg Support the brand ideal and position Cafe Coffee Day as a credible, reliable and cool place to hang out at (deliver the promise made in other brand communications) Build a direct relationship with Coffee Day consumers over time and grow brand engagement & loyalty.

6. Why digital

7. I APOLOGISE but I could find only ONE good reason as to why should we NEED to be present in the online space

8. HANGS OUT Our ‘TG’ online

9. SOME NUMBERS JUST

10. facebook

11. twitter

12. relevant TO US how is it

13. cafecoffeeday.com

14. STRATEGIC INSIGHTS

15. TARGET AUDIENCE: 18+ bulls eye consumer being the 25 – 35 age group this is the start of it all. an age when you discover love, lust, loss and everything that life has to offer. an age when a girl turns into a woman and a boy to man. physically and emotionally. And what better way to discuss all these ups and downs with your friends than with a hot cuppa at Coffee Day. The design direction will aim to bring all this together as ‘Lively Charisma’ - Straightforward, maturing, self confident, spirited and lively.

16. execution

17. a strategy where all that we offer and the experience unique to coffee day is bought to life on the digital medium. a fun space where users experience the brand "coffee day" and what we stand for viz a lot can happen over coffee

18. Suggested properties

19. EXTEND CAFE PREMIER LEAGUE This is to extend the ongoing CPL to all popular sports instead of just IPL. The reason being develop it into a year long property instead of just for the IPL season. Some popular sports to start with can be Soccer (EPL, World Cup etc), F1, Tennis etc. medium: existing but with sections for each sport

20. FIX A DATE here users can fix a date with their loved ones and give directions for the place (a coffee day outlet). likewise, a collection of all the best coffee days to hang out is archived in a city-segregated format. medium: website & facebook

21. COFFEE LOVE In this section users upload a picture with their 'someone special' and describe their encounters and how their romance bloomed at Coffee Day thanks to the cuppa and the ambience. E.g.. Me and Raj, this was taken the day he asked me out "officially", n I was like FINALLLLLLLY :) thanx CCD medium: website, facebook

22. Wake up... SMELL THE COFFEE In this section users can upload a picture or comment on public speeches and end it with Wake up _____, SMELL THE COFFEE medium: website, facebook, twitter for comments made

23. HOW I WISH... in this section users can write an article of an instance or upload a picture where they say how at that moment (when the snap was taken of theirs or their friends), where they wish they had a cuppa. medium: website & facebook (for snaps), website (for articles only)

24. LETS BREW

25. Thank you