National Stories

Starbucks woos Indian customers through its new OOH campaign

26, August, 2022

Aarti Pahwa, New Delhi

Tata Starbucks rolls out their latest campaign #ItStartsWithYourName calling out to all customers to come and experience the warmth and strong sense of connection and personalization the brand offers.

Introduction

Tata Starbucks has recently launched #ItStartsWithYourName, a multimedia, 360-degree campaign that has been crafted specifically for customers across the cities of Bengaluru, Gurgaon, Indore, and Bhopal to begin with. The campaign is a callout to all new customers to come and experience the warmth, personalization and strong sense of connection the brand offers.

As a people-first brand, Starbucks sees all its customers as people. It is celebrated for warmly greeting its customers by their name and making each interaction personal. Running across 360-degree advertising channels, the communication strategy has also been taken to the OOH medium with an aim to further enhance the brand positioning and support the mainline media through outdoor displays.

Campaign Details

In association with Madison OOH, the brand strategically planned the media deployment for the campaign. High footfall areas as well as locations frequented by the target group were taken up, such as, arterial roads, markets, shopping complexes, and areas around traffic signals and colleges to build the necessary impact, ensure high visibility and presence. The campaign has been implemented across Bangalore, Indore & Gurgaon. The core objective of the campaign is to build awareness. OOH medium is an ideal avenue for the brand to effectively get maximum relevant consumer eyeballs for a product category that has traditionally low consumer involvement.

The agency used its in house tool Madison Vicinity to give the campaign high noticeability & create maximum impactful exposure. The media deployments were done in a way as to cover the most important touchpoints that were imperative as per the TG.

Key Quote

Jayesh Yagnik, CEO, Madison OOH, said, "We are always very excited to work with prestigious brand like TATA Starbucks. The campaign which was focusing on localised flavours and affording new smaller size named Picco. The objective was bringing to life the Picco sizes in an OOH environment with iconic media across markets. We believe in doing things differently and innovatively. Like all past campaigns, this time too, the focus was on doing something clutter breaking. We look forward to doing more path breaking work in the future."

Past Experience of Madison OOH

Tags :  Madison OOH Starbucks OOH Picco Madison Vicinity

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