The Coffee Club brings ‘Ricky Martin’ to Brisbane
Australian cafe group The Coffee Club has launched a campaign to win tickets to a Ricky Martin concert and meet the pop star with an activation featuring a Ricky Martin impersonator in Brisbane.
A dial and sign daring passers-by to “turn it up” was installed int he CBD encouraging shoppers to investigate, and trigger an impromptu performance from hidden dancers, musicians and a fake “Ricky Martin”.
PR, marketing and communications group Haystac ran ten activations over three hours last week.
“Impersonator”????
Looking forward to the follow up story, detailing exactly how many people subsequently purchased >$10 worth of Coffee Club products. There certainly seems to be dozens of people standing around looking, who no doubt were clear on the purpose of the promotion, and soon thereafter motivated, er “activated” to buy.
Hi DJ, your point is totally valid – without a real call to action there’s not much point in the exercise. While it’s not explicitly shown on camera, free coffee vouchers were distributed to the captive audience as they watched the performance, which featured clear messaging around the promotion and a call to action. The reception among the crowd to this was overwhelmingly positive.
where was the Ricky Martin look-alike ?
The ‘impersonator’ looks like the dude from High-5
Laura, so dozens of people stood around awkwardly for a few minutes and watched a few dancers writhe embarrassingly to a Ricky Martin track. They were handed vouchers to go to a Coffee Club store nearby, spent no money and got their free coffee from a store that made no income. How many sales of $10 or more did the nearest store gain as a direct result of this “its all been done before” stunt? It’s almost as cringe-worthy as the Coffee Club TVC with the overacting soccer mums.
Thanks for your response Laura.
Shocker