Idea: Transform a dull underused space into a live McCafe enlivening the viewer experience on Sunrise while demonstrating our strengths!Everyday within the live Sunrise program, hosts and high profile guests engaged with McCafe through the warm environment (place), the coffee/food (product) and the barista (people). All core consumer marketing triggers to deliver the ultimate goal of becoming Australia’s Favourite Cafe Chain. This natural and integrated approach enabled us to showcase the strengths of our brand, in an environment that demonstrated the McCafe brand values at the right time of day.

To keep it fresh we used a constant rotation of food and coffees, ran 4 x weekly consumer promotions across the year, highlighted our Olympics Games Champion Kids program, Hot chocolate launch and received over 2.5 hours of on air exposure. All aimed at demonstrating our expertise in service, cafe environment and product to become Australia’s Favourite Cafe Chain.

2008 saw a sales uplift of +32% compared with 2007 – 6 times over industry standard!The influence of The McCafe Sunrise Green Room was phenomenal. When comparing the brand preference of the Sunrise viewer to a non Sunrise viewer, research showed that the Sunrise viewer was 72% more likely to view McCafe as their favourite. While majority of other factors such as Welcoming Environment +29%, Good Atmosphere +47% (Place), Friendly Service +34% (People), Savoury and Sweet food +48-51% (Product) were also significantly higher.Naturally with results like these it is a program the client has approved of for 2009!