afaqs!

Barista Lavazza turns teenager

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | March 27, 2012
As a part of the activation, the brand has put up story boards across all Barista Lavazza and Barista Lavazza Crème stores, inviting customers to share interesting stories about when they were 13.

Barista Lavazza, the coffee retail chain, has completed 13 years of its operations in India. As it enters the 'teens', it has launched a campaign to celebrate its 13th birthday. The campaign pays tribute to the consumers, who have made it possible for the brand to reach this milestone.

Barista Lavazza

The 'Bean13' activation invites customers to share their stories on experiences when they were 13. It is being carried out on digital media through social networking sites such as Facebook, wherein consumers can post interesting stories about when they were 13 on the website. On-ground, the campaign involves story boards put up at Barista Lavazza and Barista Lavazza Crème stores, where consumers can write their stories. The entries will form a part of a contest, wherein winners will be rewarded with Barista Lavazza gift hampers.

The chain is also giving a free scratch card to all consumers with bill amount exceeding Rs 250. The scratch cards give assured prizes, ranging from coffee vouchers to free international and domestic holidays.

Nilanjan Bhattacharya, COO, India and SAARC, Barista Lavazza, says, "Barista Lavazza is the pioneer in bringing the café culture to India and with the completion of 13 years of operations in India, we have tried to reinforce the concept through activations."

The campaign aims to take consumers down the memory lane and make them recall all the fun and frolic attached with entering their 'teenage' phase.

The 13-day activation started on March 13 and will end on March 26. It is being carried out at all Barista Lavazza stores across 25 cities in the country, including outlets at Colaba in Mumbai, Camac Street in Kolkata, Defence Colony in New Delhi, The Great India Place mall in Noida, Shipra Mall in Ghaziabad, Mantri mall in Bengaluru, Rosy Tower in Chennai, Western Mall in Ludhiana, Banjara Hills in Hyderabad, and Metropolitan mall.

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