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Robert Harris :: Every Break Should Be Inspirational
To watch the Every Break Should Be Inspirational TV ad, you need Flash. You can get it right here and we’ll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It’s really very useful for watching great clips just like this Robert Harris TV ad.
Why Change?
Coffee brand Robert Harris needed a new communication idea that could work across each aspect of their business. From retail and food service through to franchising. The first step was to create an emotional connection with coffee drinkers and to make Robert Harris become synonymous with something new - inspiration.
What Changed?
We created inspirational breaks across a range of media using the humble coffee napkin. An inspirational 3 minute TV commercial using napkins took up a whole commercial break. We commissioned artists to create stunning inner city "napkin art" galleries in our main centres. And napkin sized short stories were inserted into magazines. The theme was always "make every break inspirational".
Sales are up over 10% and research results exceeded the worldwide FMCG norm. An outstanding result in such a competitive category.
The campaign to date has won seven Axis Awards, a Gold Media Award and was a finalist at the Cannes Media Lions.