Premium coffee roaster illy has brought its fully integrated international campaign, called “LIVEHAPPilly” to San Francisco, featuring the brand’s global ambassador, Andrea Bocelli. Inspired by the heritage of the Italian family-owned company, the campaign will be splashed on billboards across the city’s financial district, San Francisco International Airport and select Bay Area Rapid Transit stations this fall. Meanwhile, geotargeted mobile, digital and social media ads across Spotify, Hulu, Yelp, San Francisco Magazine, SF Gate and Eater SF will help the coffee brand with pinpointed marketing.
As part of “LIVEHAPPilly,” illy is giving San Franciscans the chance to try its ready-to-drink coffee with sampling programs, available in illy’s seven cafes within the city. Additional initiatives to promote the campaign include
A 60-second video spot to complement the campaign shows a day in the life of Bocelli, who goes from spending time with his family to a concert rehearsal and then finally taking the stage. The spot is an ode to the singer’s “never-ending story to perfect his voice,” similar to illy’s never-ending commitment to delivering the perfect blend of coffee. Supporting videos featuring Bocelli with other notable figures from art, gastronomy, music
Bocelli’s inclusion in illy’s campaign coincides with his upcoming performance on December 5 at the city’s new Chase Center.
Taking its campaign to San Francisco is part of illy’s larger plan to expand its network of branded cafes at home and abroad, specifically in the US. Currently, there are 219 illy-branded outlets outside Italy, 23 of which are in North America. The company has expressed interest in selling a minority stake for the first time in its 86-year history, according to Reuters.