Marketing Campaigns From Crowd

App Loyalty Campaign

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 – only succeeding to creating short term gain. So, we created a marketing campaign to support the app launch that sold the emotive AND financial benefits of being a loyal Costa Coffee customer.

Challenge

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 launch of the Costa Coffee Loyalty app would offer great incentives, but the brand also had to build emotional loyalty that set them above the other coffee brands in the market. Therefore, we had to create a launch campaign that spoke authentically to all audiences, highlighting the benefits of the app and ultimately driving smartphone app downloads.

Solution

Crowd based its 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 in the post Covid world. 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 simultaneously, 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. The video successfully ran online in both English and Arabic across the region.

The campaign’s visual story was created in a modular style, allowing us to create bite-sized, audience specific video and image content for social media and display advertising. Intelligent campaign planning also ensured that we reached our target audiences on the right platform, with the right creative, and at the right time of day – driving traffic directly to both Apple and Google Play stores.

Results

  • 151%
    Increase in app downloads than forecasted
  • 36.42%
    Reduction in cost-per-download than forecasted (AED 3.84)
  • 4.5m
    Impressions across Facebook & Instagram

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