Starbucks Philippines 2015-2017
Client: Rustans Coffee Corporation
Challenge:
The current industry is saturated, with competition offering different varieties of caffeinated
and non-caffeinated beverages.
Description:
A series of radio campaigns that promote individuality and self-expression through fun, witty conversations between a Starbucks barista and his customers was launched to make the brand more relevant to its audience.
Objective
Generate awareness for Starbucks’ new offerings and create relevance with its target audience
1
"PLAN GIRL"
30s RC - 2017 Planner
2
"12 DAYS"
2018 Planner 30s RC
3
"RON"
Radio Commercial 30s
4
STARBUCKS 2017 JINGLE
30s Radio Commercial
5
"JILLIAN"
RC 30s - Teavana Frozen Chamomile Tea
6
"ELSA"
Radio Commercial 30s
7
"DYLAN"
30s RC - Popzel Frappuccino
8
Teavana INTRO
RC 30s
9
Teavana Conflicted
RC 30s
10
"SLANG"
30s Radio Commercial
11
"SANTA"
30s RC - Santa Hat Frappuccino
12
"STEVE"
30s RC - 2017 Planner
13
"ELLEN"
30s Radio Commercial
14
"AMY"
Radio 30s
15
"REGINA"
30s RC - Teavana Frozen Hibiscus
16
STARBUCKS 2017 DECK
30s Radio Commercial
Results:
A series of four to six-week radio campaigns in RX 93.1 and Magic 89.9:
- 2017 Christmas Campaign: 530,432 estimated reach
- 2017 Autumn Campaign: 294,690 estimated reach
- 2017 Summer Campaign: 628,672 estimated reach
- 2016 Christmas Campaign: 170,000 estimated reach
- 2016 Summer Phase II Campaign: 361,100 estimated reach
- 2016 Summer Phase I Campaign: 234,000 estimated reach
Other Case Studies:
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