AUSTRALIA'S GOT TALENT SPONSORSHIP & ACTIVATION by GLORIA JEAN'S COFFEE for Gloria Jean's Coffees

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AUSTRALIA'S GOT TALENT SPONSORSHIP & ACTIVATION

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Industry Cafe
Media Promo & PR
Market Australia
Agency GLORIA JEAN'S COFFEE
Creative Director Peter White
Designer Michael Lovell
Released April 2010

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: GLORIA JEAN'S COFFEES
Product/Service: RETAIL FOOD AND DRINK
Agency: GLORIA JEAN'S COFFEE
Date of First Appearance: Apr 13 2010
Entrant Company: GLORIA JEAN'S COFFEE, sydney, AUSTRALIA
General Manager: Gareth Pike (Gloria Jean's Coffees)
Global Marketing Manager Brand: Nicole Saleh (Gloria Jean's Coffees)
International Product Development Manager: Matthew Button (Gloria Jean's Coffees)
Creative Director: Peter White (Gloria Jean's Coffees)
Designer: Michael Lovell (Gloria Jean's Coffees)
Campaigns Marketing Manager: Julia Humphreys (Gloria Jean's Coffees)
Media placement: TV Advertising - Channel 7 Advertising: (1 x 30 sec and 2 x 15sec timeslots per episode) – 30 se - April 13 2010
Media placement: Sponsorship TV Billboards: “Brought to you by Gloria Jean’s Coffees” - Each episode of AGT - Channel 7 - April 13 2010
Media placement: TV Magic Moment - Logo on screen showing an act from the previous week. Featured in every episode - April 13 2010
Media placement: Yahoo 7 Online Advertising - Two leader board banner advertisements - April 20 2010
Media placement: New Idea Magazine Print Advertising - New Idea Magazine - April 19 2010
Media placement: Point of Sale - Point of Sale: Posters and Counter Cards with competiton information - May 13 2010
Media placement: Digital Mobile Site to promote sign ups to our loyalty club - Digital Mobile Site - May 13 2010

Describe the objective of the promotion.
Our Barista’s have Talent campaign is a highly innovative 10 week integrated campaign for Gloria Jean’s Coffees. This was executed with our media partner, Network Seven and their top-rated TV show, Australia’s Got Talent.

Core objectives of the campaign are:

• Build Brand Equity.
• Drive Sales.
• Increase Transactions.
• Increase Loyalty and grow our Database.
• Highly engaged and motivated Franchise Partners and Teams.

Describe how the promotion developed from concept to implementation.

After reviewing a list of upcoming shows on Network Seven, it was decided that Australia’s Got Talent (AGT) could be a great fit for the brand. There is also a synergy between a show promoting Australian talent and a strong Australian brand.
A link was developed between “Australia’s Got Talent” and the positioning “Our Barista’s Have Talent”. This partnership also allowed us to film a new TVC using our Barista Champions from around the country who at the time were competing in the heats of our nationwide Barista Championship to find the best barista within Gloria Jean’s Coffees.

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

We evaluated the partnership against our Brand Vision, Mission and Values. Gloria Jean’s Coffees is a company based on family values and Australia’s Got Talent is a fun family based show. A key value for Gloria Jean’s Coffees is having a “belief in people, building and changing lives”, and Australia’s Got Talent is all about fostering the opportunity for people to live their dreams and showcase their talent. The strong connection between the brands is that we are an Australian company supporting a show that promotes Australian talent, and have talented Baristas that are experts in the art of coffee.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Stores nationally saw an increase in sales and transactions across the 10 week period. Specific results as follows:
– Increase in comparative sales (10 week campaign vs previous 10 week period) by 2.55%.
– Increase in comparative transactions (10 week campaign vs previous 10 week period) by 1.8%.
– Incremental sales increased by $0.05
Loyalty increased in our database by 14,111.
Results from the CREMA database platform clearly indicate the success of the program:
– 13.5% opt-in rate to receive further information from GJC.
– 7.8% people referred a friend.
– 548 people visited the Gloria Jean’s Coffees mobile site.