You may have recently heard about South Wales’ worst-kept secret; a brand new coffee shop coming to town, whose whereabouts remain hush-hush.
Welcoming the misfits of the world, the shop takes pride in using some of the boldest, most innovative methods to ensure their brand stands out from the crowd – one of which involves not actually being real in the first place.
Yep, you read it right: Misunderstood is not a real coffee shop.
In fact, the coffee shop – that quickly garnered over 1500+ social media views, as well as vast interest from journalists and the public (in just one week) – was all in response to a brief set by us to our latest interns.
With the challenge set to create, brand and advertise a new coffee shop opening in Cardiff, our interns – Georgia, Lauren and Patrick – decided to utilise the power of social media to the full; taking the term ‘fake it ‘til you make it’ to a whole new level.
Named Misunderstood Coffee Co., the students perfectly represented S3’s values within their brand mark and brand identity, effectively incorporating our signature lion imagery throughout. Combining this with a punk smiley – a symbol of counter-culture across generations – helped the group form a perfect blend for an incredibly distinctive visual style.
After discovering that their coffee-loving target audience was looking for a new, ‘Instagrammable’ place to visit in the city centre, they set out to produce just that. With Instagram now having more influence on consumer buying habits than ever before, the platform is habitually used as a key stage in many audiences’ buying processes.
Using key research from impactbnd.com, our interns pointed out that Instagram now assists 81% of its users’ research into new products prior to purchase – and is a vital tool during consideration and decision stages of buying.
Taking full advantage of this insight, they created a conversational social feed that demonstrated a different experience to any other coffee house in Cardiff.
Posing the question – ‘have you found us yet?’ – effectively sparked engagement with followers and onlookers, generating conversations across multiple social media channels. This instantly led to over 50 users commenting on the coffee shop, desperate to discover its concealed location.
Unfortunately, the time eventually came for the group to come clean: there was to be no new trendy coffee shop in Cardiff.
Fortunately, however, this approach to the creative brief – as well as an extremely successful pitch inside the Lion’s Den – landed all interns new jobs at S3! We’re proud to offer such opportunities to our S3 Academy members – and can’t wait to see the new influx of interns develop and integrate into our pride.
We would also like to take this opportunity to apologise for any inconvenience and FOMO caused by the hype surrounding the fake coffee shop: sorry… not sorry!