The brand experience was designed to promote the baker’s new flat white coffee offering. Working with agencies Havas PR Manchester, Platform and Splendid, the activation comprised three giant coffee cups that doubled up as sleep pods which Londoners could use to catch up on a bit of sleep in the daytime.
The ‘Nappucino’ concept, which was in situ for one day yesterday (8 March), was devised to test the theory that taking a power nap after drinking a dose of caffeine increases energy levels.
Mills told Event the activation formed part of a wider integrated campaign around Greggs coffee. "We chose experiential as it's the perfect opportunity to engage with the British public directly and give them the chance to try our freshly ground coffees," she said.
"We’re a nation of coffee lovers - so really we're targeting those people that are on the go."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.