Y&R Group Brisbane & The Coffee Club Come Together to Connect
Recent research shows that almost 25 per cent of Australians spend less time in person with their families than they did five years ago. Over 30pc of people admit to always texting, checking an email or taking a phone call when catching up with a loved one.
Greg Bowell, group marketing manager of Minor DKL said the idea had been embraced by franchisees: “We’re rapt with the energy this campaign has brought to our business. The idea builds nicely on our long-standing line of ‘Where Will I Meet You?’ and has been launched from the inside out, with the Coffee Club stores themselves even featuring holders to place your phones in while you’re catching up.”
GPY&R creative director Andrew Thompson adds: “The Coffee Club was created 25 years ago to be a relaxed meeting place where people could enjoy a coffee and a catch-up. There’s a truth about the brand that makes them the right people to be leading this charge to reconnect. It’s not just a bunch of ads, it’s about creating a better brand experience.”
The campaign has generated over 100,000 views on social media in the first week alone, and has received considerable PR through media outlets. It will soon be rolled out across The Coffee Club’s international markets.
Genre: Storytelling , Strategy/Insight