Brief: Launch BP's new Wild Bean Cafe retail concept at 36 sites in Perth and Adelaide, as well as increase sales of coffee and food at those sites.

Solution: Clarity created the giant free coffee giveaway promotion resulting in thousands of visitors to the new WIld Bean Cafes to sample the coffee being made by trained baristas at each site. A range of other promotional activities including a branded car and giveaway campaign, radio promotions and aerial signage then leveraged promotion of the new fresh food range once the visitors were on the site.

Results: Thousands of people took part in the promotion and coffee sales across the sites increased by 30% during the three week launch campaign and aided brand awareness reached 70%. Sales remained above previous levels after the campaign finished. The great coffee giveaway was so successful it was adopted by BP elsewhere in the world to launch Wild Bean Cafe. Clarity won a PR industry award for the success of the campaign.