Gravity operate in the highly competitive coffee market. They wanted to drive brand awareness and showcase the quality of their product to a wide audience.
Gravity Coffee chose radio because they wanted to do an integrated campaign with on-air, online and street activations.
More FM delivered an integrated on air and digital solution with the objective of creating listener engagement for the campaign.
Promotional activity was split across three phases in order to create a story arc:
Utilising listeners’ loyalty to the More FM brand enabled the station to find an eager participant for the role of the intern.
The campaign worked on air because it provided exciting content for the show. This meant that it was easy to integrate the Gravity brand into programming time because listeners were invested in the story of Kirstie the intern.
Beginning the campaign organically was key to its success. The breakfast show were able to setup the stunt well, creating suspense with listeners and allowing a nice lead in for the announcement of Gravity’s involvement.
The crossovers with Kirstie in El Salvador acted as an interesting way for Kirstie and the announcers to communicate key messages for Gravity coffee without it sounding like an overt client driven campaign.
of fresh coffee drinkers had heard or seen the Gravity Run
agreed The Gravity Coffee Run stood out
were now considering Gravity coffee
had bought Gravity Coffee
have recommended Gravity to a friend