Starbucks wanted to connect with 25-39 year old women who live a hectic, urban lifestyle whilst spending most of the day at home with the family. A key campaign objective included reaching existing Starbucks customers and generating awareness that Starbucks can now be enjoyed at home. We created an editorial hub with social features as the first online campaign for Roast and Ground in the UK. Content focussed around the notion of taking a five minute break out of a busy day to relax and share content within a community. Illustrations were created especially, in keeping with Starbuck's Global Creative Platform guidelines. We got the brand bang on, with Saatchi and Saatchi in a backseat role, creatively. The channel received 631,000 page impressions over four weeks. Brand awareness increased by 131% as a result with 29% more willing to purchase Starbucks Roast and Ground.
- Creative direction + Art direction + Illustration
- Virgin Media Creative, July 2008
