Jacobs Coffee has decided to launch an activation campaign to increase brand awareness and engage with consumers in a unique and interactive way. The goal of the campaign is to create an unforgettable experience for people and encourage them to try Jacobs Coffee. The campaign idea is to create a giant cup of coffee that can distribute free coffee to people in the street.

The rationale behind this activation campaign is to leverage the power of experiential marketing to create a memorable brand experience for consumers. By creating a giant cup of coffee that distributes free coffee, Jacobs Coffee aims to create a buzz and generate excitement among consumers. This will help the brand to stand out in a crowded market and increase brand recognition.

Furthermore, by creating a physical installation in the city center of Kyiv, Jacobs Coffee aims to play a key role during the greetings season. This will allow the brand to connect with consumers on a personal level and create a positive brand image. By offering free coffee to people, Jacobs Coffee aims to create a sense of goodwill and appreciation among consumers, which can lead to increased brand loyalty.

In addition to the physical installation, Jacobs Coffee has also created a series of Instagram filters. These filters allow people to welcome strangers and friends with a virtual cup of coffee, thereby creating a sense of community and togetherness. This, with the instagrammable cup itself, will help to extend the reach of the campaign and engage with consumers on social media.