2012 Winners & Shortlists

The Brief

Cafe Super Brasil wanted to build awareness around their coffee brand in the popular areas. Lebanese coffee is the most popular social experience that follows a certain ritual. After you finish drinking your coffee, tradition says that the cup should be turned over to let it drain and dry, then you can read your fate in the coffee residue. A good coffee cup fortune teller interprets the forms created by the residue using a special terminology, for instance a shape is interpreted as an “ishara”, a sign that something is going to happen, it can be a day a month or a year depending on the cup and the drinker’s fortune.

Describe how the promotion developed from concept to implementation

With the continuous unknown fate of the country, we wanted to build an interactive installation that puts the fate of the country in people’s hands. On New Year’s, people tend to make personal wishes for the coming year. The Cafe Super Brasil activation purpose was to invite the Lebanese society to make one united wish: a bright destiny for their country, this year. To push the cause further, inspirational figures and celebrities from the Lebanese society also participated in sharing a positive wish on the stand.

Describe the success of the promotion with both client and consumer including some quantifiable results

10,000 visitors had their fortune read and 3,500 thumbprints were collected in less than 4 days including the participation of top celebrities. The act was covered on TV stations and blogs, and a Facebook page followed the progress on location and linked the brand fans to the event allowing them to make a positive wish online. By putting the country's fate in people's hands, the campaign reached more than 2,500,000 people (more than half of the Lebanese population), sales increased by 28.8% in key areas, and the tradition of fortune telling in coffee cups was revived.

Explain why the method of promotion was most relevant to the product or service

We created an installation in a high traffic area during the holiday season to engage with the people enticing them to try the coffee, have a fortune teller read their cup, and then imprint their thumb in the coffee to make a positive wish for Lebanon for the new year to come.