Unlocking caffeine-fuelled perks for Starbucks customers.

Starbucks Australia

Opportunity:

When Starbucks Australia made the decision to take its mobile app and loyalty program to the next level, we were given the honour of launching it.

Our mission? To create a campaign platform that would get more loyal customers tapping into the convenience and rewards of ordering via their mobile. Something that had grown innate for so many Australians in recent years but was yet to be synonymous with the Starbucks experience.

Our campaign therefore had to do three things:
– Transition new users to the app
– Reactivate lapsed customers
– Attract a fresh audience

Meeting all three objectives meant we needed to hit the sweet spot between benefit-let messaging, app refresh ‘hype’, and creative cut-through. All things made easier by the integration of a major new feature – Mobile Order & Pay.

+ Strategy
+ Creative
+ Digital
+ Content
+ Print

Strategy:

Coffee has long been a sacred daily ritual for many, particularly for the legions of loyal Starbucks customers around the world. However, Australian coffee drinkers are another breed altogether. Tapping into the motivations and behaviours of these customers is where we started.

How do you entice an Aussie? With an ‘experience’. How do you make that experience irresistible? By making it exclusive.

And thus the Starbucks ‘Loyal Sippers’ campaign was born. A localised platform that clearly and impactfully translated the benefits, convenience and appeal to an Australian market.

Employing intriguing animation and the compelling velvet rope strategy, we crafted a campaign that crowned Starbucks Rewards customers with a new VIP status that came with a cup full of exclusive perks. Thanks to the new Mobile Order & Pay feature, this included quite literally skipping the queue at your local Starbucks store. This further evidenced the fact that with the refreshed Starbucks Rewards app in the palm of your hand, the royal treatment is always just a tap away.