The goal of the communication campaign is to portray Eskedar Coffee bar as a bridge for cultural exchange to encourage social integration. The target audience are consumers willing to discuss cultural exchange and social issues openly. The campaign will focus on sharing personal stories through the hashtag "#shadesofcoffee" to increase cultural awareness and emphasize the need for social integration by highlighting different shades of life experienced by refugees and minorities.

1. CREATIVE
CHALLENGE
2021

2. Communication Brief
CREATIVE CHALLENGE 2021
PART I:
Advertising
Brief
Your team name: Team Medallion

3. Communication Brief
CREATIVE CHALLENGE 2021
Advertising Brief
OVERVIEW:
1. What is the main social problem that "Eskedar Coffee" deals with?
2. What main difficulties could "Eskedar Coffee" face along the way?
Eskedar Coffee deals with the social problem regarding negative perception towards refugees, which creates barriers for their social integration. Eskedar Coffee wants to open the door of acceptance and empowerment towards refugees, but the ignorance and false notion of the
society about refugees make it a difficult task. For example, many refugees are termed as ‘terrorists’. Additionally, many are subject to gender discriminations, lower wages, and unemployment.
The main difficulties Eskedar Coffee face along the way are:
• Tackling ignorance towards refugees and reshaping public opinion about them,
• Raising awareness about the brand and the social issue,
• Designing a campaign which is cost friendly yet effective,
• Creating a bridge for cultural exchange between two vastly different cultures and raising awareness around it, and
• Encouraging refugees to become entrepreneurs, which is a risky venture that does not ensure immediate profitability in a time when the refugees do not want to take risks

4. Communication Brief
CREATIVE CHALLENGE 2021
Advertising Brief
OVERVIEW:
3. Why the communication on “Eskedar Coffee” social media channels so far has proved
itself to be ineffective?
The reasons behind ineffective communication on ‘Eskedar Coffee’ social media channels are:
• Failure to Connect: Although Eskedar Coffee’s uniqueness is telling the stories about coffee farmers, these stories have not been properly portrayed in social media channels. To engage the audience, contents that infuse empathy with the coffee farmers are
necessary. For now, the social media communications have been just about another coffee brand and not the Eskedar Coffee’s value propositions.
• Lack of Proper Targeting: The contents posted in Eskedar Coffee’s social media channels are not well targeted, which leads to lower engagement in the posts. Curating the contents to target specific audiences who love coffee will lead to greater engagement and
effectiveness of the social media channels. Specifying demographic and behavioral factors would have solved this issue.
• Awareness and Engagement: Just as coffee is a facilitator of conversation, social media is a conversation tool for people with different perspectives. However, Eskedar Coffee’s social media contents do not encourage people to initiate any conversation. The posts
do not create awareness about the stories of the producers and employees of Eskedar. On the other hand, the promotional content does not engage potential customers and followers to engage into a conversation and create word of mouth about the brand.
• Lack of sufficient advertising: The social media channels of Eskedar Coffee do little to nothing in terms of advertising the contents posted. Without advertising, the contents do not reach a large audience. Because of lower reach, there is lower engagement and less
spread of the social initiative Eskedar Coffee.

5. Communication Brief
CREATIVE CHALLENGE 2021
Advertising Brief
GOAL:
4. What is the goal of your communication campaign?
5. Who is your target audience?
TARGET AUDIENCE:
TONE:
6. What emotions would you like to appeal?
The goal of the communication campaign is to portray Eskedar Coffee bar as a bridge for cultural exchange to encourage social integration. When the coffee bar is portrayed as a bridge for cultural exchange, people who are willing to embrace cultural diversity will become
aware of Eskedar coffee as a brand that wants to emphasize social integration to solve social problems.
The target audience consists of the consumers who are willing to have open discussion about cultural exchange and sensitive social issues. Although the prime target group of the company is people aged between 25 - 40 and belonging to upper middle and high income level,
we exclude the restriction on age and income for a broader social and brand awareness.
We want to appeal to the sense of empathy, acceptance, boldness, and empowerment. Through the stories that are shared throughout the campaign, a sense of empathy and acceptance about the refugees, migrants, and other social minorities will be created among the audience,
while instilling a sense of boldness and empowerment in the mind of the speakers.

6. Communication Brief
CREATIVE CHALLENGE 2021
Advertising Brief
FOCUS:
7. What is the most compelling reason for your audience to get involved?
8. What is the main message of your communication campaign?
9. How to emphasize the social problem initiative is dealing with?
Since we are targeting the consumers who are concerned about cultural and social issues, they will be incentivized to connect with people from different cultures to increase cultural awareness and have a dialogue about sensitive issues to create a better world.
#shadesofcoffee – Know the shades of life & culture with the shades of coffee..
This communicates the message that, through the stories that are shared throughout the campaign, the audience will be able to become aware of the different shades of life from people of different cultures.
A cup of coffee is a story.
Our campaign will focus on the stories of refugees, migrants, and social minorities who will share their shades of life with others which will create a sense of empathy among the audience and emphasize on the need for increased awareness on existing social issues and
social integration.