Coffee Break × North Coast

Follow
the Break

A BTL campaign platform that turns Coffee Break sampling into a trackable Sahel journey.

The opportunity

People do not enter Sahel at the beach. They enter it emotionally at the gate.

That shift — from Cairo mode to summer mode — is where Coffee Break can become the first ritual of the trip.

Competitor spaceMorning / kitchen / routine

White spaceCar / gate / first stop / crew energy

Brand behaviorA chilled break that starts the weekend

The campaign idea

Coffee Break unlocks Sahel.

Every paper cup carries a QR code. One scan opens a lightweight quest: choose a mood, follow a clue, visit a checkpoint, redeem a reward.

A free sample is a moment. A quest creates memory, movement and data.

Coffee Break unlock Sahel key visual — Campaign world visual

Consumer journey

One scan starts a clear, trackable loop.

01Get the cup

Chilled Coffee Break at gate or road point.

02Scan QR

Printed directly on the paper cup.

03Choose mood

Road Tripper, Beach Chiller, Sunset Hunter…

04Follow clue

Playlist, page or WhatsApp hint.

05Redeem

Booth, supermarket or partner reward.

Gate activation

The gate becomes the starting line.

The field interaction stays short: hand cup, point to QR, explain the reward hook, keep traffic moving.

Promoter job: Make the scan feel like access, not a survey.
Time target: Under 30 seconds per interaction.
Fallback: Road/service partner if gate access changes.

Personalization layer

Choose your Sahel mode.

The user picks a mood, not a complicated game path. Each mood changes the playlist clue and checkpoint route.

Road TripperBeach ChillerSunset HunterParty StarterCrew Captain

Cultural mechanic

The playlist carries the clue.

Music already belongs to road trips. We use that behavior as the clue layer — and mirror the hint on the landing page or WhatsApp if someone does not open the music app.

Track initialsLetters reveal a zone.

Description riddleOne line points to a checkpoint.

Visual hintCover art suggests the next action.

Playlist clue visual — Music-app-inspired clue layer

Participation layer

Missions built around things people already do in Sahel.

Use filter

Social frame or AR-lite overlay.

Crew photo

Shareable group ritual.

Find checkpoint

Move to booth or partner point.

Scan code

Unlock next stage.

Redeem reward

Sample, merch or discount.

North Coast route map — Hub-and-spoke footprint

Sahel footprint

Gate as hub. Coast as playground.

The first scan starts the journey. Booster booths, supermarkets, beaches, marinas and partner venues continue it.

GateBooster BoothSupermarketBeach ClubMarinaSunset Drop

Rewards & redemption

Make the next Coffee Break feel earned.

Rewards stay simple and operationally realistic: chilled product, limited cup, cooler pouch, beach towel, partner discount, weekly draw.

ProductMerchPartner offerWeekly prize

Coffee Break booster booth — Booster booth visual

Measurement & tech

Not just samples distributed — behavior measured.

QR scans, mood choices, playlist opens, checkpoint visits, redemptions and location performance become one simple reporting view.

Reachsamples

Entryscans

Movevisits

Redeemclaims

Pilot plan

Start controlled. Learn fast. Scale what works.

Weekend 01Pilot

One entry point, one hero booth, five moods, starter rewards, dashboard report.

Weekends 02–03Scale

More partner locations, filters, creators, supermarket redemption, optimized clues.

SeasonPlatform

Rotating quests, weekly prize moments, retail conversion and always-on reporting.

Budget scenarios

Three ambition levels, one scalable platform.

Lean PilotEGP 1.0M–1.4M

Gate ops, hero booth, QR cup setup, light tech, starter rewards.

Scale WeekendEGP 3.0M–4.2M

Expanded field teams, boosters, creator layer, filter, deeper redemption.

Full PlatformEGP 5.5M–7.5M

8–12 boosters, full tech/reporting, creators, EGP 1.5M rewards pool.

The sell-in

Coffee Break should not just be handed out in Sahel. It should be what starts Sahel.

Before every move, scan the cup. Follow the clue. Take a Coffee Break.

Back to start