Hazy Coffee

Morton Fraser

Morton Fraser wanted to engage and entertain within a category which may normally be seen as black and white, factual and corporate.
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Challenge

Wake up and smell the clarity

After the success of a previous campaign, how could we build on the platform (Welcome to Clarity) in a way which engages and entertains within a category which may normally be seen as black and white, factual and corporate.

Solution

Coffee turned confusion

We created a ‘fake brand’, aptly named ‘Hazy Coffee’, hired a coffee van and pitched up in the busy streets of Glasgow. Hidden cameras within the van and surrounding areas captured the customers reactions.


With a rather inaccurate price list, an undercover comedian played the part of our barista, he made the service anything but clear for the unsuspecting customers just looking for their daily coffee. All of this brought to life how important clarity is, not just for the little things in life such as their daily coffee...but more importantly when getting legal advice.

 

The final film then formed part of an integrated campaign, going live on Sky AdSmart and Teads to a highly targeted audience. Alongside the film, the campaign was supported through
digital OOH, social and direct marketing to key Morton Fraser clients.

Results

Refreshing Engagement

‘Hazy coffee’ saw 4.9% more Twitter engagements and 3x more LinkedIn engagements than the industry standards, with a hit rate of 81%.