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.