The Hallway Creates ‘Personalised Brand’ With Start-Up Coffee Merger ‘Hey You’

The Hallway Creates ‘Personalised Brand’ With Start-Up Coffee Merger ‘Hey You’

Independent creative agency The Hallway is bringing together three of Australia’s most loved café services apps under the new brand Hey You.

Laura Barette
Posted by Laura Barette

Following a merger of the Beat the Q, Posse, and eCoffeeCard apps, Hey You promises to deliver features from all three brands including pre-arrival menu browsing and ordering, social connectivity between customers and shops, and customer loyalty functionality.

The Hey You business, operating under Beat the Q since the merger, has been processing up to 45,000 paid transactions a week with weekly growth of 4 per cent.

Tasked with developing the brand positioning, name, branding and app interface, The Hallway’s creative direction was led by the consumer and retailer desire to engage in more meaningful ways.

Executive creative director and partner of The Hallway, Simon Lee commented, “This is a brilliant example of ‘humanist technology’ – an app that fosters more meaningful personal interactions between customer and retailer. The Hey You brand and name are an expression of this humanist ethos, as is the user experience that sees the ‘You’ substituted for the user’s name. Hey You is, in effect, not just a personalised app but a personalised brand.”

The unique personal app experience of Hey You ensures the retailer knows the customer’s name, their preferences and their frequency as a customer. For the retailer, this enables a level of service that every customer hopes for.

The Hey You re-brand follows a $5 million funding round led by Westpac’s venture capital fund Reinventure.

Rebekah Campbell, co-founder of Hey You, said, “Since merging the three apps, we’ve invested in developing our vision and strategy for the future business. Critical to the next phase was developing a strong brand identity to deliver on our promise. The Hallway are a great team to work with – they produced both outstanding creative and strategic work – and we are delighted with the results.”

This work follows The Hallway’s latest campaign for Google’s Search app, and wins with Italian tomato brand Mutti and online retailer Birdsnest.com.au.

The Hallway is currently Campaign Asia Independent Agency of the Year (AU/NZ) as well as B&T Employer of the Year.