Vivace Cafe & Pizzeria

The Results

Centauri’s targeted strategy converted digital discovery into a tangible local phenomenon:

• Digital-to-Physical Conversion: Successfully turned high-performing social media reach into consistent, actual store visits.

• Market Authority: Established the café as an "absolute gem" and a "must-visit" destination in a highly competitive area.

• Community "Pop-Up" Success: Achieved widespread visibility on local FYPs, driving curiosity and footfall from across Birmingham.

• Sustained Customer Loyalty: Transformed first-time visitors into daily regulars, specifically noted for the quality of specialty drinks and the inviting atmosphere.

The Client

Located in the heart of Alum Rock, Birmingham, Vivace Cafe & Pizzeria is a premium dining destination offering a unique blend of Italian-inspired cuisine and traditional favorites.

The menu features everything from handmade desserts and specialty pizzas to Spanish lattes and full Desi breakfasts. With a stunning, modern interior that provides a stark contrast to its surroundings, Vivace offers a spacious, well-lit environment equipped with sockets and student discounts, making it an ideal hub for both social gatherings and focused study.

The Challenge

The primary obstacle was overcoming the local stigma associated with Alum Rock as being crowded or unappealing.

To attract a broader target market, Vivace needed to differentiate itself entirely from the perceived local environment. The brand required a strategy that could highlight its high-end decor, professional staff, and diverse, high-quality menu to prove that it offered a luxury experience that does not look a part of Alum Rock at all.

Our Strategy

Centauri utilized a Contrast & Community approach to redefine Vivace's market position:

• Visual Contrast Branding: We positioned the café's stunning interior beauty directly against public perceptions of the location, using cinematic content to showcase the hidden gem vibe.

• High-Fidelity Content Mix: We combined polished, cinematic production with fast-paced, "fun" social content to ensure the brand felt both premium and accessible.

• Interactive Event Integration: To drive discovery, Centauri transformed the café into a community event space, hosting game nights that attracted a mix of new and returning customers.

• Student-Centric Marketing: We actively promoted the venue's amenities—such as free Wi-Fi, ample power sockets, and generous student discounts—to establish Vivace as the premier study-and-sip destination in the area.

Conclusion

By leaning into the visual contrast between Vivace’s premium interior and its local geography, Centauri successfully broke through the "Alum Rock stigma."

Our strategy didn't just promote a menu; it marketed an escape. The result was a complete shift in local dining culture, proving that with the right Execution Network, a well-branded space can become a viral sanctuary and a top-tier destination.