Breville asked us to showcase the technical brilliance of their new espresso machine, the BES900. The campaign’s success was measured against a KPI of £25,000 of new leads generated through database acquisition.
Coffee making is a real science. It’s all about finding the perfect balance of temperature and water pressure. Important stuff, if you happen to be a barista. But how do you engage normal customers with a topic like water pressure? Our approach was to create a living art display using data from inside the machine. So while customers were waiting for their coffees, they were treated to a unique visualisation of it being made. The precise nature of the art neatly reflected the precise engineering of the machine itself.
This digital art was then converted into a cup wrapper which led customers online, to discover the science behind their espresso masterpiece.
‘The Naked Espresso’ generated £150,000 in new sales leads. (That’s 600% of our original KPI.) 6,987 people were added to the Breville database. We also managed 2.8 million earned-media impressions. Oh, and Breville like the idea so much they had it patented… Globally.