In a highly competitive coffee market, McCafé wanted to stay top-of-mind among coffee drinkers in Vietnam.

Knowing that people from different walks of life start their “mornings” at different times of the day, we created a poster campaign to remind working professionals of the fact that McCafé serves fresh coffee 24/7.

Since our target was most likely to see the message on their way to work, in their office buildings or around their workplaces, that’s exactly where we displayed our posters, reminding them that a McCafé coffee is available whenever they want one. So pilots saw it at airports, doctors saw it near hospitals, and so on.

We created a series of contextual posters featuring playful illustrations of people from different professions enjoying their coffee at different times of the day, in locations relevant to the professions featured.

From the airport and office buildings to malls and universities, our posters ran all over Ho Chi Minh City, sharing our message with people of every target demographic. With over 20 million media impressions, McCafé is fast becoming known as the go-to coffee shop for people to start their mornings with.