MARKETING | Staff Reporter, Australia

The Coffee Club's new campaign focuses on connecting people

A project with the chain's creative partners IdeaWorks and GPY&R.

The Coffee Club has launched a new campaign video encouraging people to put down their phones and reconnect. According to the chain, the campaign has generated over 100,000 views on social media and will soon be rolled out across The Coffee Club’s international markets.

GPY&R Creative Director Andrew Thompson adds “The Coffee Club was created 25 years ago to be a relaxed meeting place where people could enjoy a coffee and a catch-up. There’s a truth about the brand that makes them the right people to be leading this charge to reconnect. It’s not just a bunch of ads, it’s about creating a better brand experience.”

"The Coffee Club is an iconic Queensland brand, which has grown to be national – it was founded 25 years ago on being a relaxed meeting place," Greg Bowell from Minor DKL tells QSR Media. "We have taken the time to understand what the role of our brand is now, 25 years on to build a clear Brand Vision for the future. We researched our customers and uncovered some very powerful insights. One of these is that people today are wanting to connect more face to face, and that The Coffee Club can be that place where people connect over their favourite food and coffee."

"We and our Franchise Partners see these connections taking place every day across our nearly 300 stores, it is very inspiring to see and understand the real life stories. Our Agency Partners GPY&R and IdeaWorks clearly understand our Brand Vision and then saw these connections for themselves. Understanding The Coffee Club experience inspired the campaign “Where Meeting Up Means More”. The Coffee Club brand now has a clear point of view, we are about reconnecting Australia"

“There are 2 key results we will be looking for from this brand refresh.” said Bowell. "The first is to reenergize our franchise partners and staff, and ensure their passion is creating a terrific Coffee Club experience every time our customers join us. It is important this brand refresh started from within the store. Secondly we wanted to build an emotional connection to the brand, to get our TCC loyalists and occasionalists to love the brand and come more often. Once they enjoy a better experience along with our exciting new menu offers and excellent coffee, we can look forward to more repeat traffic through all of our Coffee Clubs."

He added that the idea has been embraced by franchisees “We’re rapt with the energy this campaign has brought to our business. The idea builds nicely on our long-standing line of ‘Where Will I Meet You?’ and has been launched from the inside out, with the Coffee Club stores themselves even featuring holders to place your phones in while you’re catching up.”

Click here to watch the new campaign video

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