Creative Execution

In line with the insight, we used ASCII BIT characters in an MS-DOS/Terminal screen to base our microsite on. In a world filled with complex designs, this defied the digital norms. Each user was welcomed by their IP address. Then by manually designing various combinations of ASCII characters, we created frame by frame 8-Bit animations which was then set to some catchy arcade music; and this narrated the story of comrades breaking free and creating Cafe Cuba. Users then met a password protected firewall which led them to interact with our brand's Twitter handle. Finally the story continued in the form of our TVC. And in the end, users could share our site using command keys.

In only 15 days, we had 500,000+ unique visitor from 115 countries. And 80% of them viewed the entire website. 78000+ users shared our site via the final share screen. Average user engagement was over 4 minutes. This led to over 1.1 million+ page views. Both Awwwards.com and FWA.com honored us with Site of the Day. Café Cuba also became the No. 1 trending beverage brand in India for the month of April. The brand Twitter handle @CubaGuy saw a 518% increase in user engagement. Brand impressions worth $ 1.2 billion were earned. Even the biggest media house featured our campaign at the center of which was the website.

Café Cuba is the first of its kind, revolutionary new coffee drink. Bringing together the stimulating taste of coffee with the twist of fizz, it is creating a completely new category in the monotonous Carbonated Soft Drinks industry. The concept of a revolution is intrinsic to the product. Thus, it was natural for us to position it as underground Coffee Revolution. The business and communication objectives were to launch Cafe Cuba online in a way fitting the 'revolutionary' positioning. Insight: We thought, what is the digital equivalent of a revolution? We found our inspiration in hackers. Sitting in remote whereabouts, they take on existing authorities and start movements by using just their computer modules. In this way, our objectives resonated with theirs. Our Idea: We created a a mobile responsive microsite that took users on a journey which familiarized them with Cafe Cuba's taste, origins and positioning.