Consumer awareness for JED’S Coffee is high but lots of people still haven’t tried it. We know once you try a delicious cup, you’ll go on to buy, so our brief was simple: drive trial of JED’S Coffee.
Not everyone drinks coffee throughout the day, so we needed to leverage the data around when Kiwi’s most like their coffee fix. Turns out it’s early morning, followed by mid-morning and mid-afternoon, and the strength of their coffee can vary depending on their need. Lucky for us, JED’S has a numbering system which does away with pretentious coffee lingo and makes choosing the right coffee for you easy.
Our Phase One concept brought together the benefits of a highly visible location combined with a fun and unexpected sampling experience, celebrating the early morning occasion. To coincide with the morning rush hour, we set up a ‘Drinkable Billboard’ at Auckland’s Britomart and New Market train stations. The public were invited to choose a number and help themselves to a JED’S Coffee sample directly from the billboard, revealing the artwork beneath. Some lucky people found instant prizes underneath their samples and everyone had the chance to win a years’ supply of JED’S by posting a photo of themselves with their JED’S on social media.
We achieved an average of 6.6 samples per minute.
Phase Two was focused on driving mid-morning and mid-afternoon trial. Our concept, the What’s Your Number Pop Up Café and Vending Machine, toured malls across the country.
The What’s Your Number Vending Machine asked people a series of funny questions before determining what number they were and dishing out the appropriate sample. People could visit the What’s Your Number café next door to have their sample made up immediately, or they were welcome to try something else from the JED’S Coffee range.
Our live sampling experiences were complimented by a social media campaign and in-store shopper activations run in partnership with the JED’S team.
During the 85 hours of activation, we gave out over 22,200 samples, averaging 4.4 samples every minute, achieving a high level of trial around New Zealand. Total penetration across JED’S increased 2.1% as a result of the campaign.