Combining science and art to make the perfect cup of coffee.
A lot goes into every cup of coffee... especially when it's been made on a Breville BES900. This state-of-the-art espresso machine strikes a delicate balance between temperature and pressure, to create barista-quality coffee in a domestic setting. Sadly, this intricate process is invisible to most consumers.
Breville wanted to put the technical brilliance of the BES900 into the spotlight, to showcase its precision and consistency – and to create $50,000 worth of new sales leads along the way. No small feat, but thankfully we like a challenge.
Espresso isn't just a drink, it’s a state of mind. People take their coffee very seriously, and can be more than a little snobby about what they drink. While Breville products are known for being high quality and reliable, the brand doesn't have a reputation in the high-end espresso niche. It was up to us to prove that they deserved one – and that a coffee made by Breville was truly a mixture of science and art.
Our response to Breville's brief was a live installation – a demonstration of the BES900 that consumers could see, interact with and most importantly taste.
'The Naked Espresso' laid bare the inner workings of the BES900, showing consumers what really goes into their caffeine fix. By re-engineering the BES900 and hacking the interface with Arduino, the installation took data from the coffee making process (factors like flow rate, steam and pressure) and translated this into a dynamic visual display. Every time a coffee was made, a unique digital artwork was automatically generated, in real time, before consumers' eyes. At the end of the process, consumers could take away a perfect espresso, plus the matching one-off artwork printed onto their cup.
The Naked Espresso made its debut at Sydney's Aroma Festival, where over 100,000 espresso-lovers had the chance to see and taste the BES900 in action. We filmed consumer reactions while the installation was running, then released a video online targeting influential coffee, creative, innovation and lifestyle blogs.
$300,000 worth of new sales leads (way exceeding Breville’s $50K target).
2.8 million earned media impressions, adding up to $910K earned media value. The video also secured the Number One spot on Breville’s Australia YouTube channel.
The Naked Espresso invention was patented globally thanks to its local success, and used in Korea, the UK, US and Canada.
The campaign featured on Google’s prestigious ‘Art, Copy & Code’ project and at SXSW as one of 2012’s most innovative campaigns. It has also been nominated for numerous international awards.
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