When Emirates Leisure Retail invited Crowd to pitch to launch Costa Coffee’s new loyalty app across the UAE, we could have focused on the financial incentives, but by doing so would have undersold Costa Coffee, and only succeeded in creating short term gains – so we created a marketing campaign to support the app launch, that sold both the emotive and financial benefits of being loyal to Costa.
The global pandemic created a shift in social demographics within the UAE, and Costa Coffee needed to reach and engage both current and new target audiences. The launching of the Costa Coffee Loyalty app would offer great incentives, but the brand also had to build emotional loyalty above other coffee brands. We therefore had to create a launch campaign that spoke authentically to all audiences, highlighted the benefits of the app, and ultimately drove app downloads.
Crowd based it’s solution around Costa Coffee’s previous loyalty proposition: ‘Nothing Beats A Costa Except A Free Costa’ which was initially launched in Kuwait. Our idea was to dramatise how ‘nothing beats’ the simple pleasure of sharing a coffee with friends and family – something that has become increasingly important post-lockdown. We re-framed ‘Nothing Beats A Costa’ to illustrate those ‘unbeatable’ moments that Costa Coffee can bring throughout the day – from that purposeful walk to the office, to catching up with friends while out shopping.
To celebrate the simple joy of sharing a coffee, and highlight the benefits of the app, we created a 60 second promotional video that reflected a day in the life of a Costa Coffee store experience. The video reflected the UAE’s diverse audience and featured Local Arabs, Expat Arabs, Westerners and Asians, and ran in both English and Arabic across the region.
The story was created in a modular style to allow us to create bite-sized, audience specific content for social media and display advertising. Intelligent campaign planning ensured we reached our audience on the right platform, with the right creative, and at the right time of day, and drove traffic directly to both Apple and Google Play stores.
The campaign was managed extremely well and we found the Crowd team to be professional and really had a great knowledge of the market and customers. They had great attention to detail and worked closely with us on monitoring the results week by week. I would highly recommend the team at Crowd for any projects, I have no doubt they deliver above and beyond for all of their clients!
Crowd have delivered hundreds of successful marketing campaigns like this one and we are always looking towards the next challenge. Complete the form below and your nearest Crowd marketing expert will be in touch.
