Client: Boss Coffee
Brand/Company: Raydar
Industry: Beverage
Campaign/Event Name: Boss Coffee Sampling
Locations: Auckland (UOA) & Christchurch (UOC)
Duration: 13th February Christchurch (UOC) and 2–4th March Auckland (UOA)
Boss Coffee aimed to drive trial and consideration among university students and fitness-focused consumers seeking sustained, functional energy throughout their day.
The campaign focused on positioning Boss Coffee as a convenient and reliable option for busy students, with brand ambassadors who could authentically relate to the university demographic and effectively communicate the product's benefits.
Success was defined by high product trial rates and the ability of brand ambassadors to confidently engage students.
KPI: 3,000 cans sampled per day in each location.
This activation presented several unique challenges. Operating on busy university campuses meant navigating high foot traffic, large crowds and fast-paced environments. The physical setup was considerable, requiring efficient coordination and execution in outdoor conditions. In Auckland, strong winds added an extra layer of difficulty, testing the team's adaptability and problem-solving skills.
Additionally, coffee is a highly habitual product, making it more challenging to influence consumer behaviour. Brand ambassadors needed to quickly learn and retain detailed product knowledge then confidently communicate why Boss Coffee was worth choosing over consumers' usual preferences. Consistency and availability were also key, particularly in Auckland where staff were required across multiple days.
Destro provided a team of four brand ambassadors per location, supported by a dedicated team lead. Each team member was carefully selected based on their ability to connect with the university demographic and deliver high-energy, engaging interactions. All staff were thoroughly briefed on the product range, key selling points and campaign messaging. Training also covered logistical execution, ensuring smooth setup and pack-down processes on site. Our team supported full activation delivery, including setup, stock management and customer engagement.
Special skills required included:
On activation day, teams arrived early to manage the setup, including assembling the activation space and preparing large volumes of product for distribution. Once live, brand ambassadors engaged students through one-on-one interactions, introducing Boss Coffee, explaining its functional benefits and encouraging trial through sampling.
Both locations experienced extremely high demand with large queues forming throughout the activation. Despite this, the team maintained energy, efficiency and a positive brand experience for every interaction.
Standout moments:
The Boss Coffee campaign successfully drove product trial and brand consideration within a competitive category. By delivering a high-energy, relatable and well-executed activation, Destro demonstrated the impact of selecting and training the right talent to connect with target audiences. Despite environmental and logistical challenges, the team consistently delivered a premium brand experience, reinforcing Destro's reputation for high-quality staffing and execution.
