The Brief

The brief to Reborn was to challenge consumer’s perception of the brand, increase brand awareness, and strategically position Breville and its Dual Boiler in the premium espresso market. This became Reborn’s core objective. Physically stripping back the machine and exposing its features and specifications was where Reborn drew inspiration at the Aroma Festival Sydney 2012. The purpose of this was to inform and educate consumers about the Dual Boiler whilst showcasing the technology and innovation that contributes to the ‘art’ and science behind making the perfect espresso.

Describe how the promotion developed from concept to implementation

Revealing the internals of the Dual Boiler and exposing the true innovation and technology behind its specifications through raw data, Reborn were able to showcase the consistency and point of difference that the machine offers consumers. Embracing Breville’s creative ethos of ‘Simple moments of brilliance’, Reborn displayed the machine’s technology and translated this through artwork created during the process of making an espresso. By creating a visual representation of the machines data, users were able to appreciate the art and science behind the perfect espresso and take their unique espresso artwork home with them.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign was launched at Aroma Festival, Sydney, which attracts over 20,000 people from Sydney and around Australia. Having a presence at this event positioned Breville and its Dual Boiler at the heart of the premium espresso market. Visitors were given a live demonstration of the machine and watched in amazement as artwork was created by the Dual Boiler espresso machine. Each unique piece of art was printed immediately onto their cup whilst also being emailed to them for download. Over 2,000 cups were made on the day, which resulted in over 200 leads and a potential of $280,000 sales.

Explain why the method of promotion was most relevant to the product or service

The premium espresso market is a complex and opinionated landscape of increasingly vocal espresso enthusiasts, influential trend setters and consumers seeking advice. Laying bare the internal specifications of the dual boiler, and its commercial features and consistency, the ‘wants’ of our target market were fuelled in a personal, engaging and inspiring way yet to be seen in the premium espresso market place. Promoting Breville and its Dual Boiler in this way set the bar high for not only its competitors but placed Breville at the forefront of espresso consumers.