LIAM CASEY

Cafe Direct flight 5065

CLIENT: Cafe Direct

Flight 5065.

Fairtrade coffees are often considered inferior brands at a premium price, when in fact Cafedirect pay more for the best pick of the crop to produce a higher quality product.
This project was to promote Cafedirect's uplifting Fairtrade coffee brand outside of traditional advertising and to convert small media spend into big media exposure.
The result was Flight 5065, a live event at The London Eye, which attracted £5-6 million of media coverage and coincided with the G8 conferences happening at the time.

32 capsules
3 revolutions
96 live performances of music, theatre and comedy.


Converting each of the pods of the London Eye into separate theatrical spaces, where performers and audience intermixed.
The event took place on the 21st June 2005, the longest day of the year.

Inspired by African culture, performers such as Damon Albarn, Jo Brand and Beth Orton performed alongside African performers in the first event of its kind at the London Eye. The reason was to show that Cafédirect goes further than Fairtrade to support African coffee growers and their culture and as to what great things are coming culturally out of native Africa.

Result

An external media-tracking agency estimates the media value gained from the event was between £5-6 million. 150 journalists and 30 TV crews attended the event. The BBC captured the night with an hour-long documentary. Furthermore Cafédirect was referred to in at least 70% of the coverage. Prompted awareness of the event reached 50% as well as getting the brand exposed in the new environments like the BBC, Evening Standard, Grazia, The Guardian, Hello Magazine, The Independent, Metro, The Daily Mirror, NME, OK Magazine and Sky News.

Programmes were designed to resemble passports beautifully foiled blocked and with each performer having their own bespoke stamp.

The invitation replicated ‘Business Class’ tickets with a hologram printed eye.


Agency: Host Universal



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