Gravity wanted to show how serious they were about good coffee, but without lecturing. By making an unwitting radio intern the star of the campaign we got to learn everything that Gravity do, but in an entertaining way. There were radio promos, daily live crosses, daily blog posts, Facebook videos and an online promo to name the new blend. The journey was filmed and turned into a TV campaign.

Solution:

Gravity Coffee partnered with Auckland’s biggest radio station to pull off a unique event. They started by recruiting an intern. First task: make a coffee for the DJ’s. What she produced was terrible. Live on air she was given a challenge to do better - with a little help from Gravity. She was given one week to fly to El Salvador to find the best beans, bring them back, learn how to roast them, get barista training then return to make the coffee live on air.

Results:

Gravity got 2,608,937 media impressions, and numerous new retail cafe accounts signed, all in just one week. They also got the attention of the country, forging the connection between the Gravity brand and coffee expertise.