2016 Winners & Shortlists

Brief Explanation

The Coffee Club prides themselves on their ability to delight customers by re-imaging old favorites with a selection of classic desserts. The challenge was that desserts amounted to a small portion of The Coffee Club billing's. So the budget too was small change. Our insight was that a good meal is like a good story. The appetizer is the beginning. The main course is the middle. And the dessert is the sweet ending. We told our 'Always a sweet ending story' through the tablet mat. We chose popular, tragic stories and we re-imagined each to a new sweet ending.

Results and Effectiveness

Customers took our story home and budding writers and artists added their own twist to our tales. To make the story event better, The Coffee Club had a surprising twist of its own. Customers, who ordered the new re-imagined desserts, were given a surprise 15% off their entire bill. And that's a sweet way to end this story.

Creative Execution

Based on our observation, people usually spend a lot of time waiting for their food. We told our 'Always a sweet ending story' through the tablet mat. Customers had a lot of time while waiting for their food to read through the entire story of the table mat and also curious to know about the other stories from the series. People were engrossed and engaged with the story.

Insights, Strategy and the Idea

We target local and expat community from age group of 21 - 65, both male and female. The Coffee Club has a huge existing customer base, so we decided to talk to them in one of the most cost effective way which are table mats given the small budget.