«ZERNO» AWARD
Approached us with a mission:
“Organize the first Ukrainian coffee awards.”
City Coffee Guide is an independent guide to the Ukrainian third-wave coffee shops. Every year, they release an updated rating of the best hundred coffee shops + where you can find coffee with the best roasting.
There are lots of theories explaining the universe’s origin. For someone, it’s
divine intervention, and others blame the
Big Bang or atomic collision for it. No one can tell us with
100% certainty where our Earth started from,
but we surely know
that many people restart their world
with a fresh cup of coffee every day. А кавомани та Those in
the coffee business or simply coffee lovers probably even envision
the Earth as one giant coffee bean. Year after year, these people
grow in numbers, opening even more new
coffee shops. Our mission was to help them choose the best one among them.
“Even if the Earth doesn’t really resemble a coffee bean, coffee lovers need to know who is the best among them.
This is how the first Ukrainian coffee awards,
‘Zerno’* came into being.”
Task scope:
- Involving the experts
- Creating the nomination
- Creating the inner mechanics and checklists for coffee shops and roasters rating process
- Creating a 3-month content plan for social and traditional media awards promotion
- Producing a video for the winners’ announcement
- Manufacturing the prizes
- Involving the partners
Involving the experts
We developed the inner mechanics and
checklists with experts for defining the winner-choosing criteria.
We accounted for everything: from communication with the coffee shop visitors and coffee packaging to coffee beans quality and their roasting.
Coffee gurus, marketing and design specialists —
these were our experts. They were also our jury members.
Nominations
We came up with 6 nominations:
“Coffee shop of the year.”
The jury chooses the best coffee shop of the year for this nomination.
“Mini coffee shop of the year.”
Nomination for the best coffee shop among the >40m² ones.
“Roasting brand of the year.”
Nomination for the best coffee roasting brand.
“Marketing of the year.”
Nomination for the best coffee shop marketing.
“Concept of the year.”
All Ukrainian conceptual coffee shops ran for this nomination.
“Eco-approach of the year.”
For this nomination, the jury and the OZERO eco brand selected the most environmentally responsible Ukrainian coffee shop.
All nominations were published on the
website with a transparent criteria description.
These awards were
crucial for the coffee world. They expanded the circle of coffee connoisseurs. More people came to know about cool coffee shops.
The winner of the “Roasting brand of the year” nomination even won a trip to Nicaragua.
We tried to take a broad look at each coffee shop’s approach,
as they all had their unique concepts. Not by coffee alone.
“The Michelin star is the highest award
for a European restaurant. ‘Zerno’ awards
became just as important
to the Ukrainian coffee shops.”
Video awards ceremony
It was risky to hold an
offline event during the pandemic. Our team decided to shoot a video
with the winners’ announcement and broadcast it on YouTube, Facebook, and IGTV.
We recorded a 19-minute mini-film and
integrated 6 of our partners into it.
In 4 days, we collected over 5900 views on 3 social media platforms.
Involving the partners
We involved 6 partners and integrated them into the
video awards ceremony.
Here they are:
Gemini
ProCoffee
WOG
Kava.ist
Baileys
Fest coffee mission
To prove the City Coffee Guide’s expertise,
we had to be persuasive. Brands selected as awards’
partners speak for themselves. And everyone
knows: they won’t recommend something they don’t absolutely adore.
Ми інтегрували партнерів у відео та перебивки між номінаціями та під час їх оголошення. А ще засвітили їх на сайті City Coffee Guide та у контенті соцмереж, щоб вони точно не залишилися непоміченими.
Within the project,
our partners achieved
a huge scope of reach.
773 024
Manufacturing the prizes
Together with the monumental sculptor Denys Hryshchuk, we designed and sculpted coffee bean-shaped prizes. All 6 beans were similar, but each had a unique design — just like real coffee beans. This prize became a signature interior gem for each coffee shop winner.
Traditional and social media
No coffee lover missed this event. After all, we put every effort into telling everyone
about the first Ukrainian coffee awards,
and being as loud as possible about it.
We published 5 materials in 4 top Ukrainian media outlets:
BURO
On City Coffee Guide’s social media, we engaged in talks about holding the first coffee awards, but also about our experts and partners who helped us bring it into being.
You could see many relevant and engaging topics on the page;
they brought life and some new followers into it.
Here are some of them:
— best coffeeshops in different Ukrainian cities;
— signature events in the “coffee world”;
— how to get into in the guide;
— barista/celebrity interviews and much more.
You could see many relevant and engaging topics on the page;
they brought life and some new followers into it.
Here are some of them:
Oh, and we also created 100 illustrations for the guide;
we could later use them on social media too.
To sum it up: We launched the first and one-of-its-kind Ukrainian coffee awards, where top coffee industry experts choose the best coffee shop, mini coffee shop, roasting brand, coffee marketing, eco coffee shop, and concept of the year.