Starbucks DM NAMES by AMV BBDO London

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Industry Fast food, Cafe
Media Direct marketing
Market United Kingdom
Agency AMV BBDO London
Director Hoku Uchimaya, Adam Bolt
Executive Creative Director Paul Brazier
Creative Director Thiago De Moraes
Producer Carol Powell, Henry Schofield
Production Partizan
Released March 2012

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: STARBUCKS
Product/Service: STARBUCKS COFFEE
Agency: ABBOTT MEAD VICKERS BBDO
Executive Creative Director: Paul Brazier (AMV BBDO)
Creative Director: Thiago de Moraes (AMV BBDO)
Creative Team: Matt Welch/Simon Welch (AMV BBDO)
Director: Hoku Uchimaya
Director: Adam Bolt
Production Company: (Partizan)
Producer: Henry Schofield
Producer: Carol Powell (AMV BBDO)
Editor: (Partizan Lab)
: Peter Ellmore (Lighting Cameraman)
Post Production: (The Mill)
Post Production: (AMV Lab)
Media placement: TV 60" - 25 Spots On National Tv - 13 March 2012
Media placement: Press - 6 National Publications - 13 March 2012
Media placement: Digital - Facebook Event & Display Ads - 1 March 2012
Media placement: Digital - Twitter/emails & Internet Display - 1 March 2012

Describe the brief/objective of the direct campaign.
Starbucks were losing market share and taste tests to Costa Coffee. In addition, Starbucks hadn’t truly connected with the British public, many of whom saw Starbucks as a giant, faceless American corporation. Our objective was to overcome these perceptions by creating a disruptive but personal promotion that encouraged mass trial of Starbucks new improved latte that contained an extra shot of espresso. Our audience was primarily ‘coffee house regulars’ who are promiscuous in their choice of coffee shops, to encourage them to cross the road to visit Starbucks on the day.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our creative solution was designed to drive mass footfall in-store to experience our personalised service and the new improved latte standard. Our response targets were 500 latte trials per store on the morning of the promotion. The ‘introduce yourself’ mechanic was designed to get people talking and spread the word of the promotion and Starbucks' warm and friendly brand approach.

Explain why the creative execution was relevant to the product or service.
The personal ‘introduce yourself’ mechanic embodied Starbucks' brand values of humanity and friendly customer service. It was refreshingly personal, in a world of increasingly impersonal business and anonymity in society. The promotion introduced Starbucks’ new latte standard in a special and individual way – it was your personal coffee.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The promotion drove 330,000 people in store on the morning – equating to up to 2,000 lattes every minute. That’s 551 per store (above the 500 target). Transactions were up 168% on the morning from 240 the previous year to 643. Over 100,000 more lattes were sold in the week following the promotion. Over 140,000 people were repeat visitors in the 2 weeks after launch with redemption rates as high as 23%. Latte and cappuccino sales were up 9% in the quarter vs the previous year. The promotion helped generate over 150,000 additional Facebook fans and quadrupled our Twitter following.