Boncaf launches integrated communications campaign to reach out to Millennials

Major coffee producer, Boncaf has partnered ZOO Group Singapore to launch a 3-month integrated communications campaign to inform consumers on its new packaging design for roasted and ground coffee collection, as well as create brand and product awareness among the Millennials.
This new campaign used wholly painted bus wraps on single-decker buses, and employed digital out-of-home (OOH) advertising in areas that are deemed to receive high footfall such as Bugis Junction and public transport stops. In-store activation is also used, specifically on supermarket shelves, to promote Boncaf’s products. Additionally, the campaign uses social media engagement and digital banners that revolves around the theme of passion, emphasising on passionate people, everyday passions, and Boncaf’s passion for coffee.
Boncaf aims to reach out to Millennials in Singapore as this group holds the most spending power. A spokesperson from ZOO Group Singapore said that Media360 Communications helped with the media liaison of Boncaf’s campaign.
Earlier this year, Boncaf has expanded its market into Indonesia and Dubai respectively. The coffee manufacturer currently has physical presence in 8 countries that include Singapore, Malaysia, Thailand, Cambodia, Hong Kong, Vietnam, China and Maldives. Boncaf also carries a range of other products including tea, chocolate beverages, and oat drink “Oatly!”.