SUMMARY
Our goal is to boost Heller brand engagement in NYC. Our activation? A city-wide coffee crawl where participants visit local shops, try their brews, and collect unique Heller mugs. There will be a leaderboard to track progress, fostering friendly competition. In our research we discovered strong interest in experiential brand activations and tangible rewards. This matters because it offers a fun, community-driven way to build brand loyalty and visibility beyond traditional marketing.
challenge
Our research, including interviews and peer discussions, revealed key needs: NYC coffee is pricey, pushing many to Starbucks. The Heller Coffee Crawl offers discounts at local businesses, addressing this gap. We also identified a need for work-from-home-friendly spaces. Many students lack comfortable study areas and seek cafes with ample seating and a welcoming atmosphere to enjoy their coffee.
Outcome
The project shifted from targeting hotels/restaurants to marketing Heller Mugs, a more feasible way to support local businesses. This directly addresses the need for affordable coffee and incentivizing people to purchase a small piece of Heller.
MEET THE Designers:
Isabella Capponi
Penelope Sweet
Karina Saghera