Opportunity
A last-minute initiative by popular coffee house chain Gentlemen Baristas was brought to Kit & Caboodle for us to work our magic in celebration of the chain’s 7th birthday, its first shop on London’s iconic West End Piccadilly and, to “top” it all, International Coffee Day on 1st October 2021.
Ambition
To develop a concept that would drive 1,000 new coffee aficionados to the new site, by offering a free coffee to anyone prepared to take a selfie in a range of hats and share it on social media. The “hat” concept is important to the brand, as all its coffees are named after gentlemen’s headwear to capture the culture of the Edwardian coffee house, and less-hurried times, when coffee could lead to civilised conversation. We wanted to attract passers-by with short bursts of song and tap dance outside and inside the coffee house - and there was soon a queue to try on a top hat and claim a free coffee.
How
We designed a whole day experience that ran from 7am to 6pm, which engaged passers-by in a playful way, encouraging them to take up the offer of a free coffee, and pose in a hat, preferably in front of the coffee house leaning on a penny-farthing bicycle.
Project management of the entire event
Site and project wide H&S
Event concept development
Creation of site assets for use on the day of the promotion, and afterwards, including photography and videography
Design, production and management of all activation areas in and around the site including all third party run consumer-facing activities, such as musical interludes and penny-farthing rides
PR/social media liaison