I created the concept for this 360 marketing partnership with Caffe Nero, comprising a printed guide distributed across 440 UK stores, a monthly artist tour and a digital execution with exclusive original content. This was a brand awareness and data acquisition campaign very popular in 2010 and 2011. I am proud that this became a great platform for unsigned and upcoming artists to showcase their talent around the UK.  I managed every detail, from booking the artists to designing all artwork involved. Here's a video of Passenger performing at Caffe Nero in 2011 and a video of Lottie Mullan performing at Caffe Nero in 2010.

 

Print : The Caffe Nero Music & Arts Guide

The Music & Arts guide was printed every 2 months, on A6 size table talkers, and displayed on 6,000 tables across 440 Caffe Nero stores in the UK. This guide served as a frame to communicate all music activity, artists of the month tour, and also recommended 5 events with a call to action to buy tickets online. There were also flyers and posters supporting the campaign in selected stores. 1.1 million people read this guide in the UK every week.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Tour: Artist Of The Month

Every month an upcoming artist embarked on a tour of Caffe Nero stores. I negotiated the tours directly with artists such as Ash, Jack Savoretti, Passenger, Helen Boulding, Beth Rowley, Steve Brookstein, The Dunwell Brothers, Lottie Mullan and many others. Events were free, but ticketed, maximising data capture opportunities. The artists sold CDs and merchandising during their tour. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Digital: Interviews, Artist Alerts and Reviews

 

A branded landing page was created within the ticketing company, with exclusive original content produced for Caffe Nero, including interviews with artists, fan generated reviews of the Caffe Nero tour and special ticket offers for Caffe Nero customers.The data capture provided by the tickets allowed us to build a Caffe Nero mailing list, and send out a monthly newsletter. Here's one of the artists who benefited from our programme: Passenger.