PLANETS

TitlePLANETS
BrandSTARBUCKS
Product / ServiceSTARBUCKS
CategoryA06. Best Use of Other Digital Platforms in a Direct Campaign
EntrantJWT SHANGHAI, CHINA
Entrant Company:JWT SHANGHAI, CHINA
DM/Advertising Agency:JWT SHANGHAI, CHINA

Credits

Name Company Position
Yang Yeo/Elvis Chau Jwt Shanghai Executive Creative Director
Mankit Auyeung/Raymond Chin/Jim Hau Jwt Shanghai Creative Director
Shireen Zhou/Cole Qian Jwt Shanghai Copywriter
Leo Lie Jwt Shanghai Art Director
Eric Yu/David Yang/Dongning Zhang/Echo Luo/Daniel Peng Jwt Shanghai Designer
Eugene Chew/Carrie Yao/Cindy Zhao Jwt Shanghai Client Service
Chivel Miao Jwt Shanghai Art Buyer
Mark Oliver - Illustrator
Eric Yu/David Yang/Dongning Zhang/Echo Luo/Daniel Peng Jwt Shanghai Programmer

The Brief

Every Summer, Starbucks relies on it’s iced Frappuccino to attract customers into stores. How can we bring fresh excitement to this hero product, and build emotional connection around “My Frappuccino Moment”? The target audience is drawn from both existing and new customers. The strategy is to reach out to them on social media and mobile to make our product desirable in a fun and engaging way.

Creative Execution

Each planet is imaginatively illustrated so people can imagine the different Frappuccinno flavors/ ingredients and help build emotional connection with the drinks. This becomes the perfect way to educate the consumers about the different flavors. Along the way you can become a citizen of your favorite planet to win instant prizes, and share your Frappuccino moment with the world on weibo.

Describe the creative solution to the brief/objective.

Chinese consumers are confused by the many customization options for their drinks; A barrier to enjoying a “Frappuccino Moment”. So we simplified the universe of choices for them, creating 9 Frappuccino planets adapted to local tastes, and arranging them in a flavorful FrappGalaxy. We built a giant rocket for everyone to escape to FrappGalaxy. All you have to do is find the QR code in-store, and activate it using your phone. A beautifully designed HTML 5 website provides the same experience on mobile, and online. People can visit and vote for their favorite planets.

Results

One month into the campaign, our weibo fans have increased 15% from 360,000 to 430,000. People are so fond of the FrappGalaxy designs that our weibo announcement of the limited edition cups generated an amazing 80,000 retweets - Starbucks' best performing tweet ever! With a budget of just 0.5m yuan, FrappGalaxy has inspired over 95 million friend to friend recommendations, and sales of Frappuccino are at an historic high, up 14% versus the previous year.