• The creative strategic solution: We wanted the Robert Harris coffee moment to become synonymous with inspiration.

We set about inspiring New Zealanders with a series of inspirational coffee break moments using the humble coffee napkin.• How media contributed to the outcome: Robert Harris Outdoor Gallery of Coffee Napkin Art. A street-level art gallery in bus shelters exhibited 30 original artworks from ten Kiwi artists who transformed the humble paper coffee napkin into art installations.Turning a cluster of bus shelters into an art exhibition inspired commuters where they least expected it, giving them surprisingly intimate and concentrated exposure to multiple works of coffee napkin art.Only bus shelters at central CBD hubs could have created this art gallery experience.

•Objectives: a) ‘Brand I would choose to drink in a café’: increased to 54%.b) ‘Stylish & sophisticated’: maintained at 33%.c) ‘Old Fashioned brand’: reduced to 28%.d) Supermarket [+11.5%] and Robert Harris Café [+7%] sales increased. •How the channel contributed to the outcome:As well as engaging thousands of commuters, the exhibition captured the attention of the major TV networks and national daily newspapers, generating an estimated $400,000 of free media coverage.Robert Harris other media included: in-Café activity, online advertising, national TV advertising, and printed stories on napkins inserted into magazines.