Starbucks Print NAMES by AMV BBDO London

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NAMES

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Industry Coffee, Tea, Breakfast Drinks, Cafe
Media Print, Magazine & Newspaper
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
Released March 2012

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
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)
Producer: Carol Powell (AMV BBDO)
Production Company: (Partizan)
Director: Hoku Uchimaya/Adam Bolt
Producer: Henry Schofield
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 objective of the promotion.
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.

Describe how the promotion developed from concept to implementation.
We approached the challenge in a very down to earth way by asking the question: how could we befriend our customers? The answer was simple: ask them their name and buy them a cup of coffee. This led us to adopt the idea of writing names on Starbucks cups as a personal touch alongside the unprecedented and generous offer of a free latte for every customer for one morning only.

Explain why the method of promotion was most 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 success of the promotion with both client and consumer including some quantifiable results.
The promotion drove 330,000 people in-store on the morning – equating to up to 2,000 lattes every minute. Transactions were up 168% on the morning. 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 a redemption rate 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.