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.

ANNCR: It started as a simple little job vacancy ad.

ANNCR 2: Mark, Amber & Stu - MORE FM.

MUSIC

AMBER: We are looking for an intern to put out Mark's rubbish and get his mail and make coffees.

STU: Yeah. Reasonable enough isn't it?

MARK: Look, errr, no no, what it is, is a employment opportunity to get into a fantastic industry.

ALL: (LAUGHING)

ANNCR: Thing is we weren't looking for an intern, we were looking for a guinea pig.

AMBER: Loads of people have seen the YouTube videos but one stood out. Congratulations Kirstie.

KIRSTIE: Thanks, it's great to be here.

STU: To day number one.

MARK: It's easy to become ya know, enthusiastic, you do have that bubbly, effervescent sort of a character and eerrr you know that needs to be broken like a young foal.

STU: In fact, do you want to whip down to the kitchen and maybe just grab us three coffees quickly?

KIRSTIE: I can do that.

STU: Here she comes, our brand new intern.

AMBER: Come on in Kirstie.

MARK: Oh here we go.

STU: Alright Kirstie.

MARK: Oooh its on a platter, oh she bought sugar too.

AMBER: Sugar.

ALL: (SOUNDS OF DISGUST)

MARK: That's instant. Did you, did you spit in this? Because er -

MARK: No, it's horrific.

STU: I'm sorry, I'm actually sorry, I hate to do this on your first day we need to, we need to -

MARK: I mean God loves a trier, but we don't.

STU: Righty-o.

MARK: Okay. So you know, Gravity coffee they want to teach you to make the perfect cup of coffee.

KIRSTIE: Oh yeah?

STU: So important, so important.

AMBER: It's very important.

MARK: There is one more thing you need to know and that's ah where your coffee lesson is. If you could just -

ALL: Open that up.

KIRSTIE: Your coffee lessons are in the country where Gravity coffee beans come from. El Salvador.

STU: There's a driver waiting at the front of MORE FM.

KIRSTIE: Oh my gosh.

MARK: You are going to El Salvador right now to learn how to make coffee because that was disgusting.

ANNCR: Yeah, she had walked into a live radio campaign for Gravity coffee. She had just one week to get the best beans, get them back into the country, roast and taste them, learn how to be an ace barista and get back to the station to make a perfect cup of coffee. It's called the Gravity Coffee Run.

STU: you're going to El Salvador right now.

KIRSTIE: Am I leaving right now?

AMBER: Haahahaha

MARK: Literally, right now.

KIRSTIE: Right now?

ALL: Right now.

ANNCR: Each day the station would call her at 7:45 am wherever she was in the world to do a live cross. So 38 hours later, she was in El Salvador with a satellite phone.

SFX: PLANE SOUND

STU: And we do have her on the line this morning I do believe err via a satellite phone, are you there Kirstie?

KIRSTIE: Morning!

MARK: You made it!

AMBER: Hey!

KIRSTIE: I've arrived.

AMBER: Wow now, tell me, have you learnt anything so far?

KIRSTIE: I've learnt so much, there's so much to take in. They carefully hand pick the beans one by one, to ensure that they're really ripe.

ANNCR: Day two.

KIRSTIE: I've learnt lots about the coffee beans. I had to hand pick 6000 of them.

ALL: (LAUGHS)

AMBER: Oh my God!

MARK: Are you going to smuggle them back in for us?

STU: That's the plan.

KIRSTIE: Yup, I'm going to try.

ANNCR: Day three found Kirstie at customs in Auckland airport.

STU: Good to see you got the beans back through.

KIRSTIE: Well I haven't gone through customs yet, so hopefully I'll get them through.

MARK: Oh you're talking on your phone when you're not allowed to. I'll hang up quickly.

ANNCR: Day four was training to become an ace barista.

AMBER: So can I ask how many cups of coffee did you taste Kirstie?

KIRSTIE: I think at least 80 cups of coffee - why I couldn't sleep last night.

ANNCR: And finally one week later after all of that, the final test. Can Kirstie make the perfect cup of coffee?

STU: So this is it!

MARK: This is the er, moment of truth.

AMBER: I'm a little bit scared.

KIRSTIE: Me too.

MARK: Mmmm...That's a nice coffee.

STU: Damn that's very very good.

AMBER: Yay!

STU: Oh that is so good!

ANNCR: 1 intern, 72 hours of travel, five live crosses, trailers played out five times a day, and a grand live finale all in the space of one week.

AMBER: So let's take a vote.

STU: Yeah.

AMBER: Shall we keep it?

STU: Absolutely.

MARK: Very very good.

STU: Oh that is so good!

AMBER: Yay!