Starbucks launch new 'Discoveries' chilled coffee range and create cross media multi-layered campaign to engage customers.
Starbucks wanted to promote the launch of the new Starbucks Discoveries chilled coffee range, driving engagement with the product and associating the product with a 'moment of escapism'.
To create engaging content that would provide people with an opportunity for that 'moment'.
Bauer created a cross media multi-layered campaign allowing for a 360 approach which provided the perfect environment for a celebrity focused moment of escapism. The activity had two layers, one centred around a bespoke Starbucks Discovery AFP across The Hits Radio and heat Radio and the other was to create engaging content with exclusive celebrity
interviews. The activity was cross promoted within heat and Closer as well as online.
44% of people who were aware of the Starbucks Discoveries activity went on to try the product with 76% saying that they are likely to purchase it in the future. Almost 3,000 people entered the online competition requesting their favourite song to escape to and over a third of respondents opted in to receive special offers from Starbucks. Plus, spontaneous and prompted awareness of the association was 32% compared to a radio norm of 18% -a phenomenal uptake after only nine weeks.
A cross media multi-layered campaign drives consumer engagement, driving consumers to build association with a product. For example, the radio shows gave listeners the opportunities to go online and request their favourite song to achieve a 'moment of escapism' and for a chance to win prizes.