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REBORN Group

Breville Australia. The Naked Espresso.

OVERVIEW

Breville’s newly launched BES900 espresso machine is the only domestic dual boiler on the market giving everyday consumers the ability to achieve cafe grade results in the comfort of their own homes and without a commercial price tag attached.

THE BRIEF

Challenge consumer perceptions of the brand and strategically position Breville and its dual boiler espresso machine in the highly competitive premium espresso market.

THE IDEA

Introducing The Naked Espresso, combining science and art to make the perfect cup of coffee.

We launched a stripped back version of the BES900 machine exposing its features at the Aroma Festival, Sydney 2012. The machine displayed live data from the BES900 espresso machine and generated one-of-a-kind artwork that represented the individual characteristics of each espresso made live at the Breville stand.

THE RESULTS

  • $300,000 worth of new sales leads (way exceeding Breville’s $50K target).
  • 2.8 million earned media impressions, adding up to $910K earned media value. The video also secured the Number One spot on Breville’s Australia YouTube channel.
  • The Naked Espresso invention was patented globally thanks to its local success, and used in Korea, the UK, US and Canada.
  • The campaign featured on Google’s prestigious ‘Art, Copy & Code’ project and at SXSW as one of 2012’s most innovative campaigns. It has also been nominated for numerous international awards.

 

“Seeing is believing – The Naked Espresso concept displays the hidden brilliance for all in a superb engaging experience that also visually demonstrates the art and science behind the perfect espresso. The real beauty of this is that the consumer can then take the information away with them, as they taste the difference. It’s a concept that engages all of our senses and then closes the loop in a unique and memorable experience.” David Gubbin, Breville Business Manager.

 

A purple back ground with the words Naked Espresso

A collage of people drinking coffee and close ups of coffee machines, coffee pouring and coffee grounds

A diagram showing the flow from the coffee brewing, through to the art created, the label printed, the cup labelled and the online experience

A coffee cup sticker showing the artwork output from the installation

3 coffee cups with the art labels produced by the installation

A breville coffee machine, the technical plan for how the machine installation works rested on top

The art output by the breville installation

A design summary of the results

Logos of the places that this project was featured including Campaign, Contagious, Adverblog, Digital Buzz, SXSW, Creative Sandbox, Arduino Blog, Creativity, Art Copy And code, D W A, P F S K and Hack a day