2011 MOBI Award Finalist, Best iPad / Tablet Advertising Campaign: Celtra for Starbucks
publication date: Aug 25, 2011
iPad / Tablet Advertising Campaign
Celtra Agency: PHD Publisher: MTV Networks Brand: Starbucks What's Your Signature Executives Involved in The Campaign: Miha Mikek, Matevz Klanjsek Campaign Brief: “What’s Your Starbucks Signature” Campaign Strategy As part of its launch of two new iPad optimized Web sites, MTV Networks and PHD challenged Celtra to create a rich media mobile advertising experience for their exclusive sponsor, Starbucks. The key test for Celtra was to deliver a compelling rich media mobile experience for Starbuck’s cross-channel ad campaign “What’s Your Starbucks Signature”. The objective of the campaign was to explain that your drink is not just made by the peppy barista behind the counter but by consumers who approve of the coffee themselves. Starbucks targeted the intersection of the affluent, early-adopter iPad demographics and MTV’s youth segments, as well as VH1’s slightly older audience. The goals of the campaign were to Starbucks top-of-mind among these influential consumers and to influence purchase intent. Celtra’s strategy was to pioneer and curate an experience with the touch screen specifically in mind. To achieve our goals, Celtra created an interactive and engaging ad for people to create their own “Starbucks Signature” coffee drink. We tapped into the enthusiasm for coffee lovers to personalize their drink and have fun with the brand. Goals • Create an engaging rich media mobile experience • Lift Starbuck’s favorability with its target consumer • Drive purchases of Starbucks coffee Execution and Use of Media The campaign launched in March 2011 when coffee drinking tapers off because of the more temperate springtime weather. The ad’s unique mobile experience delivered both value and extended engagement with the brand to their target audience. The Starbucks banner within the MTV and VH1 iPad-optimized sites asked consumers “What’s your Starbucks Signature?” and tells them to “Tap to find out.” Once users tap on the banner, it expands into a full-screen ad experience featuring images of various Starbucks beverages. Consumers are asked to “Select a Starbucks drink below” Once users tap on their drink of choice, the next screen asks them to “Create your Starbucks Signature! With over 87,000 combinations of Espresso Beverages at Starbucks, you’re sure to find your signature.” The call-to-action is simply a button that reads “Create Yours.” Once tapped upon, users are able to sign or draw on a blank coffee cup by dragging their finger across the iPad screen. The user can then submit it to the gallery or watch a video about how their coffee is made by many hands—the barista, farmers, dock-workers, and consumers. Results “What’s Your Starbucks Signature” is Starbucks first optimized rich media ad campaign for tablet-optimized websites. Consumers are step-by-step led through a funnel style ad, enabling Starbucks to create a powerful interactive narrative with consumers. Socially savvy users created customized coffee cups in various themes that could be uploaded to the gallery and viewed by friends. The campaign generated high engagement and a passionate response from consumers. • Starbucks increased its favorability among its target consumers • Of those who clicked on the ad, 30% engaged with the ad • 50% of those who engaged with the ad completed the entire ad experience Link to Your Creative Materials: |
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