• Strategic solution: We wanted Robert Harris coffee moments to become synonymous with inspiration.We set out to inspire New Zealand with a series of inspirational coffee break moments, across a range of media - featuring the humble coffee napkin.• Media contribution:We visited Robert Harris Cafes across the country, inviting customers to share what inspired them on a coffee napkin.We turned these thoughts into a 3-minute inspirational TVC that aired across an entire National ad break, as well as a series of playful shorter-format TV spots.Online became an inspirational moment where people could forget about work for a few minutes, and scribble on a virtual napkin.We also commissioned up-&-coming writers to pen inspirational short stories on coffee napkins inserted into magazines.An art gallery of coffee napkins in bus shelters inspired people when they least expected it.

• Objectives: a) ‘Brand I would choose to drink in a café’: increased to 54%.

b) ‘Stylish & sophisticated’: maintained at 33%.c) ‘Old Fashioned brand’: reduced to 28%.

d) Supermarket [+11.5%] sales increased. • Media’s contribution:The café road trip meant thousands had an inspirational break and the resulting 3-minute launch TVC gave viewers time-out from an entire TV ad break.

The National TV spots delivered scale and on-going awareness.The ‘art gallery’ generated $400,000 in publicity and gave commuters a break from routine.The interactive banner and magazine napkin insert reached people during their coffee drinking moments.