Costa is officially the UK's favourite coffee shop, having been awarded “Best Branded Coffee Shop Chain in the UK and Ireland" by Allegra Strategies for two years running (November 2010 & November 2011) and Costa wanted to keep it that way. The challenge was to come up with a new and exciting campaign which would bring in new customers whilst retaining the loyalty of existing ones.
User generated content has become a popular way for brands to interact with consumers, Costa decided to launch its most integrated campaign yet, running across TV, print, digital and in store to reach as many potential customers as possible. The campaign will culminate in a user-generated TV ad, which will feature competition winners.
Costa was keen to promote their staff as well as the coffee, being the leading brand in the coffee sector within the UK, so enlisted the help of its baristas. Costa uses just 1% of the world’s coffee production and only 100% RFA certified coffee goes into creating the popular taste and aroma. In line with this Costa has established The Costa Foundation, a registered charity. The Foundation's aims are to relieve poverty, advance education and the health and environment of coffee-growing communities around the world.
The campaign, created by Karmarama, launched with a TV ad featuring dozens of men and women – including genuine Costa baristas - buried up to their necks in a sea of coffee beans, covering the KISS hit songI Was Made For Loving You. The ad brings to life the pride and passion that Costa baristas have for the coffee they make and the customers they serve. Costa wanted to make the point that they really are the stars. The campaign shows that only our baristas put their heart into everything they do.
An app also launched in the same week, and it allowed Costa fans to record and upload themselves singing along to the Kiss song, with winning performances featuring in a later TV ad. The app, available via the Costa Facebook page, or through the App Store on iTunes, means fans and baristas can join in and share with their friends. It is the most significant investment in digital Costa has made in the UK to date.
The campaign will launch October 5, results to follow.