One of NZ’s leading coffee personalities, Gravity Coffee wanted to drive conversation and audience participation around their coffee brand and the coffee cupid application. The result? They would increase brand awareness, build a personality with avid coffee drinkers (shown via interaction with the application), and increase sales; both over the coffee counter and in-store.
Both Men & Women aged 20 – 34, who are gregarious, entertainment focused, Financially secure, and consider themselves as Hip and fashionable.
Get Frank.co.nz was the key environment for this campaign, with a strong male audience, who love gadgets, new trends, are smart, savvy, socially educated, and early adopters. The media recommendation;
• A GetFrank MicroSite. Hosted on its own sub nav ‘Coffee Cupid’ under ‘Love and Lust’. Loaded with information
about the application, the video, and text links to the Coffee Cupid site.
• Competition page; incentivized traffic driver to the application.
• Solus email – drive through to the application
• Above the fold premium display positioning.
With the right integrated elements, the Get Frank, Coffee Cupid execution proved a success. The solus email was the best performing product on the schedule, supported with a 40% open rate, of whom, 24% of users clicked through to the Coffee Cupid application. By far the most cost effective traffic driver with a $0.89 cost per click.
Other Key statistics:
• 4.5min average time on application from click-throughs (combined)
• 100% of the 540 users that opened their email in the first 10 minutes clicked through!
The micro-site brought the campaign together by interlinking all aspects of the campaign, including video integration and text links. Users spent an average of 2 minutes on this page.
A solid and well rounded performance for Gravity Coffee. All in all a result that was on brand, dynamic and effective with a key audience of users.
