To prove Doncafe's unique vending machines make coffee out of real beans ground on the spot, we pulled a prank on live radio.

We altered one of the machines to serve people real coffee beans, and then directed consumers to call the complaints hotline signaled on the machine.

Upon calling, people were transferred to a couple of radio DJs, famous for their pranks. This time, the DJs impersonated the customer care operators of the vending machine company, turning the calls into live radio content.

In the end, the protagonists also got to meet one of the famous hosts in person.

Upon calling, people were transferred to a couple of radio DJs, famous for their pranks. This time, the DJs impersonated the customer care operators of the vending machine company, turning each call into live radio content for our brand.

We partnered with the most popular morning radio show in Romania and, instead of regular radio commercials; we got spontaneous live radio ads, with real people as protagonists.

Over 1 million people listened to our ads. It became the first Romanian radio ad to go viral.

We got over 5.5 million media impressions.

With a media investment of less than 7.000 euro, we had more than EUR 200.000 earned media.

This also increased DONCAFE number of servings by 33%.