Created with Janelle Collins, this was a digital advertising campaign concept that was created for a university project. The brief was to encourage people to take a break over coffee with friends, family and co-workers. With the emphasis primarily being on the direction of copywriting, we were instructed to make a series of social media posts (our chosen outlet being Facebook) that would run over a period of 4 weeks.
We honed in on the idea that people like to know they're doing good, but don't particularly want to make much of an effort to do so. We came up with the idea that if a person bought a coffee, e.g. at their local Starbucks (although it could be any cafe), they would then be asked if they wished to "pay it forward". They could then give a free coffee (which they could also name) place this on a hypothesised 'freebie wall' in the store, and then anyone could come into the cafe and redeem the free coffee by claiming the cup with their name on it.
However, this would be based on a first in, first served policy. We also had the idea that vending machines would be placed around the city of Auckland, New Zealand, which dispensed named freebie cups to be claimed.
Using our #youmeandcoffee our hope would be that people would be encouraged to talk about and share their experiences over coffee on social media.
Facebook Video week 1
Post Copy: Today is the day for free coffee! Come on down between 10-11am to grab your freebie. Give your friend a buzz in more ways than one. #YouMeAndCoffee
Facebook Posts Week One
Facebook Posts Week Two
Facebook Video Week Three
Post Copy: I dare you to take on the #YouMeAndCoffee challenge! Check out the rules in the video. #ChallengeAccepted #GameOn
(These rules would be depicted in a short clip)
1.Meet for freebies.
2.Stack phones in the middle of the table.
3.Enjoy your coffee and time with your friends.
4.Call it a truce and take a selfie.
5.Post your selfie here and share your results.
6.If you look at your phone during Step 3, you have to shout someone a freebie.
Facebook Posts Week Three
Facebook Posts Week Four
Facebook Video Week Four
Post Copy: Wake up sunshine, it’s the last day to grab your #YouMeAndCoffee freebie! Show us your farewell cups, come and claim the rest, and don’t forget after today you can still give your friend a buzz in more ways than one.
