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    Ogilvy introduces “Drives you Cravey” platform to reengage wildbean cafe customers in AUNZ

    Ogilvy has launched a new, large-scale brand platform across Australia and New Zealand for BP’s wildbean cafe, aiming to re-engage customers in its barista-made coffee and food, led by the tagline “Drives you Cravey.”

    The trans-Tasman campaign is the first comprehensive brand activity for wildbean Cafe in Australia, aiming to reach a new customer base, while in New Zealand, the focus is on reinforcing existing consumer awareness.

    The campaign, developed by teams across Ogilvy ANZ, features a distinctive audio approach for added humour. Ogilvy New Zealand executive creative director Kristal Knight explained the campaign’s approach, “wildbean cafe is known and loved by kiwis, but less well known on the other side of the Tasman.

    “We had to create a brand platform and campaign to launch the new look and feel that would appeal to both markets.”

    Knight detailed how the campaign focusses on the universal experiences of commuters that “both sides of the ditch” can related to: “We tapped into the wandering minds of hungry commuters stuck in cars, and what happens when their cravings and imaginations run wild.”

    Leigh Taylor, general manager Asia Pacific brand and communications at BP, highlighted the strategic importance of the convenience business within the business’ overall strategy, affirming, “Our convenience business is an important part of our strategy and one of our key transition growth engines over the next decade.”

    In Australia, the campaign will be seen across channels that include TV, OOH, social, VOD, digital, and radio. In New Zealand, the focus will be on OOH, social media, VOD, digital, and radio, capitalising on the brand’s existing recognition.

    The initiative also includes a global brand identity and new store designs by Designworks and McCartney Design.

    Further, the campaign promises non-traditional executions soon, such as a toastie head Snapchat filter and transforming a real-life tanker into a crave-worthy sausage roll on both sides of the Tasman for the upcoming summer.

    See also: Ogilvy Sydney names Aisling Colley as managing partner to senior leadership team

    The post Ogilvy introduces “Drives you Cravey” platform to reengage wildbean cafe customers in AUNZ appeared first on Mediaweek.

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