FOX’S Coffee World: PSA CAMPAIGN
Client
Service
Industry
Repositioning FOX’S Coffee World as a pocket-sized lifesaver through witty and relatable content marketing.
Agency
Scope of Work
- Campaign Strategy
- Content Marketing
The Public Sleepy Announcement reframed drowsy struggles as a cultural wake-up call.
Challenge
Coffee candy wasn’t enough, FOX’S Coffee World had to prove it could keep hustlers awake when it mattered most.
In today’s nonstop hustle, drowsiness can hit at the worst times, whether on the road, in meetings, or while waiting. Hustlers need caffeine right away when brewing coffee isn’t an option. FOX’S Coffee World (FCW) faced the challenge of proving it could be the pocket-sized lifesaver that delivers an instant boost to stay awake.
We launched the Public Sleepy Announcement (PSA), a campaign to jolt people awake in their drowsiest moments.
By twisting the usually dull Public Service Announcement format into something witty and relatable, the campaign became more than product promotion. It turned into a socially conscious message about moments that demand alertness, with FCW as the hero for rescuing hustlers from drowsiness with its caffeine kick and coffee-like taste.
What began as a twist snowballed into a campaign seen, shared, and heard everywhere.
The campaign came to life through a mix of formats: a video series dramatizing sleepy scenarios like driving, meetings, and waiting; a digital activity using Instagram’s “Add Yours” to spark user-generated PSAs; and collaborations with KOLs to amplify relatability. To extend reach, we translated the PSA into poetic audio storytelling set in traffic through Motion Radio, ensuring the message was seen, shared, and heard across channels.
Result
The Public Sleepy Announcement made FCW the trusted pocket-sized fix to stay awake, a true lifesaver in critical moments.
Impacts
3,5M+
Reach
6K
UGC
55%
Positive sentiment
