2015 Silver Best Launch Campaign

Karmarama

Costa

Old Paradise Street Launch

The Team

Jonathan Fisher Louise Bray Rob Hopson Mark Runacus Jamie Paul Danny Baylis Greg Caswell Jon Iredale Liz Brown Paul Pearson Laila Milborrow Max McLaren Rob Verheul Laura Message Dave Robson Sally Richens Kris Miklos Mike Heath Elizabeth Baird

Contributors

Karmarama - Strategy- Creative & Data Planning, Graphite Digital - Website, Zenith Optimedia - Media, Hamptons - Printer

Campaign overview

Costa has been serving its famous Mocha Italia blend for 44 years. But the UK coffee market had become highly competitive, with customers’ palettes more educated and competitors offering many different tastes and flavours. To counter this, the brand used its expertise to offer a series of limited edition roasts. Eschewing traditional broadcast media to concentrate on leveraging the power of its loyal customer base, the campaign sold more than half a million cups of special edition Old Paradise Street coffee in the first two months and continued to beat all targets.

Strategy

Costa placed its Coffee Club loyalty programme members at the heart of its launch strategy, testing the power of this club while promoting a sense of exclusivity. Harnessing its customer insight, Costa created segmentation that enabled it to deliver compelling, personalised messaging to each Coffee Club member. Customers were divided into VIPs, Active and Occasional/Lapsed groups and further segmented into Taste, for customers who prefer a more discerning coffee, Trial, for those who flit between drinks, and Loyal, for those who always have their usual. VIPs received a premium mail pack and gift card that invited them to taste Costa’s new roast before it went on general sale, while the rest enjoyed a multivariable, personalised email programme informed by behaviour and preference.

Creativity

Costa named their new blend Old Paradise Street, after its roastery in Lambeth, to created a point of distinction and highlight something new was happening. The campaign used an artisan look and feel, with photography from the roastery and content from the team behind the scenes. Headline messaging focused sensorially on the tasting notes of the new roast and customers were asked to share their own thoughts to drive real personal engagement. Each segment saw a different message to drive trial of Old Paradise Street in their favourite coffee drink. VIPs received a sample pack by mail. Emails triggered by purchase encouraged feedback via the campaign microsite, with double points offers and customer testimonials boosting further trial and re-purchase. Additional emails drove customers to stores with higher stocks of the product.

Results

Costa beat all its targets, selling more than 500,000 cups of Old Paradise Street in the first two months of the campaign and some 870,000 in total. 68% of all sales were made to coffee club members, 28% more than the usual club contribution to sales. All segments showed an uplift versus their control, proving the personalisation worked. The campaign generated £387,685 incremental revenue with an impressive ROMI of 2.3.