Financial Review’s latest integrated media campaign looked to promote their newly revamped online experience at AFR.com. The campaign’s aim was to generate awareness to on-the-go business professionals in Sydney’s CBD specifically within close proximity to Martin Place. With various outdoor media platforms already in place, the coffee cups were intended to capitalise on the awareness already generated and drive home the campaign message during the beloved coffee break to complete the customer’s path to purchase.
Reach Media’s extensive café network enabled the Financial Review to easily hone in on their ideal target audience of corporate professionals within Martin Place in Sydney. Working closely with the Financial Review team, Reach Media were able to put together a highly targeted café distribution schedule incorporating high traffic premium cafes throughout Martin Place. The use of the taglines on the creative; ‘A Habit Worth Picking up’ & ‘The Daily Habit of Successful People’ played on the habitual aspect of coffee consumption and resulted in a very clever execution which put Financial Review at the forefront of customer's minds during their beloved daily coffee break.