The Coffee Club wants customers to put down their phones and reconnect, and has launched a media campaign to spread the message.

Working with creative partners IdeaWorks and GPY&R, The Coffee Club has launched a campaign which generated more than 100,000 views on social media in the first week alone, and has received considerable PR through media outlets. It will soon be rolled out across The Coffee Club’s international markets.

Greg Bowell, group marketing manager of The Coffee Club’s parent company Minor DKL, said “There are two key results we will be looking for from this brand refresh,” he said. “The first is to reenergise our franchise partners and staff, and ensure their passion is creating a terrific Coffee Club experience every time our customers join us. It is important this brand refresh started from within the store.

“Secondly we wanted to build an emotional connection to the brand, to get our TCC loyalists and occasionalists to love the brand and come more often. Once they enjoy a better experience along with our exciting new menu offers and excellent coffee, we can look forward to more repeat traffic through all of our Coffee Clubs.

“We’re rapt with the energy this campaign has brought to our business. The idea builds nicely on our long-standing line of ‘Where Will I Meet You?’ and has been launched from the inside out, with the Coffee Club stores themselves even featuring holders to place your phones in while you’re catching up.”

Recent research reveals that almost 25 percent of Australians spend less time in person with their families than they did five years ago. More than 30 percent of people admit to always texting, checking an email or taking a phone call when catching up with a loved one.

GPY&R creative director Andrew Thompson said the campaign works because it is true to the cafe franchise’s ethos.

“The Coffee Club was created 25 years ago to be a relaxed meeting place where people could enjoy a coffee and a catch-up. There’s a truth about the brand that makes them the right people to be leading this charge to reconnect. It’s not just a bunch of ads, it’s about creating a better brand experience.”

Check out the campaign here: