Campaigns
CBRE
CBRE has utilised coffee cup advertising on various occasions. CBRE has also been the first client to employ Eat Media to distribute advertised coffee cups abroad.
For CBRE’s first coffee cup campaign, their aim was to utilise the select reach Eat Media provides in coffee cup advertising. CBRE’s first campaign has been our cheekiest campaign to date in terms of distribution. They wanted to exploit the use of Eat Media’s café exclusivity and place their advertised coffee cups in café locations, CBRE’s competitor’s resided.
Their ‘Hot Property’ campaign ran in Sydney CBD, with the aim of targeting commercial enterprises looking to or considering into relocating. The advertised coffee cup campaign was also unique in terms of design. CBRE have been the first client to adopt a tear off section on their advertised cups. The tear off section was designed to hold information for contact details for a magazine on commercial, retail and industrial properties for sale across Australia and New Zealand.
Given that CBRE required their free advertised take away coffee cups in cafes located in the buildings of and around their competition, the ‘Hot Property’ coffee cup campaign proved successful.
Windows Mobile 6
Windows Mobile 6, a software program for mobiles, was Microsoft’s second coffee cup advertising campaign utilising Eat Media’s services of coffee cup advertising.
The advertised cups were distributed nationally to all of the major cities of the Eastern and Western sea boards in late November of 2007. The Windows Mobile 6 advertised coffee cup campaign was targeted to the AA, Blackberry User demographics.
The advertised coffee cup had its own unique URL for consumer’s to visit, seek information, and to enter a competition to win one of three trips for two, headed for one of the seven wonders of the modern world. Destinations including Machu Picchu in Peru, the Pyramids in Egypt, Taj Mahal in India, or the Great Wall of China, to mention a few of the many beautiful locations that was up for grabs.
The coffee cup advertising campaign for the Windows Mobile 6 product was incredibly successful. The advertised take away coffee cup was considered by a number of consumers and café partners alike as an excellent designed advertised coffee cup.
From the unique URL which was followed by Microsoft, it was discovered that nine out of ten visitors who went to the unique URL website, were Blackberry users, their target demographic. And from the advertised coffee cup campaign 300 units of Windows Mobile 6, merchandise was sold at $1000 each. This was a great outcome for Microsoft, implementing our services of coffee cup advertising. Through the use of coffee cup advertising they were able to directly target their blackberry demographic, and sell more of the windows mobile 6 programs then they had originally anticipated. This has been a great outcome for all.
Bankwest
The Bankwest Campaign was a challenge for Eat Media as previous advertised coffee cup campaigns have been situated in the CBD areas of each of the major states of Australia. Bankwest required their advertised coffee cups at café locations in the outer suburbs of Sydney where they where opening Bankwest branches in and around Westfield Shopping Centre’s.
The Bankwest advertised coffee cup campaign was in relation to creating and building brand awareness of Bankwest branches. As Bankwest were opening branches in the Westfield Shopping Centre’s, the need for brand awareness was crucial. Thus the advertised take away coffee cups were made available to cafes in and around Westfield Shopping Centre’s for distribution of the advertised Bankwest coffee cups to coincide with the opening of the Bankwest branches in Westfield Shopping Centre’s.
The Bankwest advertised takeaway coffee cup campaign launched in November 2007 and ran for two to three weeks. Café Locations of the Bank West advertised coffee cups went into the Inner West, South, West and Northern suburbs of Sydney with multiple suburban cafes joining the Eat Media Network Partner Scheme. The take away advertised coffee cup itself was orange with big white font. And was seen everywhere in the suburban areas Sydney, in and around Bankwest branches placed in the Westfield Shopping Centres.
The Bankwest advertised coffee cup campaign was successful. The strategically orange coloured advertised take away coffee cup produced the brand awareness that Bankwest was looking for and has generated a working flow of clients into their suburban branches.
NAB
National Australia Bank have now used coffee cup advertising on a number of occasions to support their national advertising campaigns. Both campaigns NAB used with us were for their NAB Low Rate Visa Card.
NAB’s first coffee cup advertising campaign was to be distributed in Melbourne CBD only and ran for one week in late August 2007. The coffee cup advertising campaign supported 4 creative executions on 8oz and 12oz advertised coffee cups. Each creative supported the theme of their campaign ‘100 things to do in your life’.
The designs for the advertised coffee cup included a tattooed girl, a cow, a man and a woman’s foot ‘Tango’, and a tiger, all with NAB’s logo and the low rate Visa Credit card. Each uniquely designed advertised coffee cup bared a unique URL so consumers could visit the site and be tracked.
For the NAB advertised coffee cup campaign, NAB employed Quantum Market Research to follow the success of this campaign, conducting the research program in 3 central cafes in Melbourne CBD. Of the research, certain respondents were targeted. Respondents must have frequented the cafes on an average of 4 times in a week.
Through the research it was discovered that 9 out of 10 respondents (89%) correctly identified the brand of NAB from the advertised coffee cup; While 17% of those respondents identified the Visa Card as the product of the campaign. It was also revealed that take away coffee cups are kept on an average of 37 minutes. With 84% of coffees consumed at their desk, at work! Enough time to notice the advertisement and take action.
8% of the respondents had taken action or sought further information and of the 8% that had taken action, 66% had visited the NAB website! Also documented about NAB Advertises coffee cup campaign was that one customer took the advertised sleeve off the coffee cup and took the advertisement to an NAB branch to enquire about the Low Rate Visa Card!
The NAB campaign, utilising coffee cup advertising was a major success. Due to this success NAB used coffee cup adverting again in November and December of 2007 and broaden their reach to distribute advertised coffee cups nationally!
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