Coffee connoisseurs' dreams came true when BP Connect’s Wild Bean Cafe brand was launched in Perth by Clarity with a range of events, including a one-week free coffee give away.
The campaign during 2006 was so successful it won a PRIA award and Clarity was employed to repeat it's strategy in South Australia in 2007 to launch a further 14 Wild Bean Cafes.
Clarity provided BP Australia's Melbourne office with insight into local consumer culture and trends used to achieve the strategic objectives for the three-month launch campaign.
The main objectives were to communicate Wild Bean Cafe’s wide range of locations and the high quality of its coffee created by professional baristas. The campaign theme was ‘obsession with coffee’.
The heart of the campaign was a one-week free coffee give away.
During this promotion give away thousands of people visited BP's Wild Bean Cafes every morning as word spread throughout Perth of the free offer. Most importantly sales rose dramatically.
Four Wild Bean Cafe branded SmartCars traveled along the coast before the give away handing out mini-muffins and promoting the give away to beach-goers. A plane towing a ‘Wild Bean Cafe has landed at BP Connect’ banner flew up and down Perth’s most popular beaches.
Clarity helped negotiate a radio partnership with 96FM and a print partnership with the Community Newspaper Group. The radio partnership included a breakfast competition, workplace-of-the-day promotion, daily Thunder crosses from a Wild Bean Cafe and breakfast presenter appearances at selected stores.
In 2007 Clarity was asked to run a follow up promotional campaign for Wild Bean in WA that included more radio promotions and innovative stunts like 100 human billboards.
