Twinkle Surprise

Starbucks was looking for a new and interesting concept for a country-wide digital campaign for their Christmas promotion.

Planning & Execution

Designercity won the 2014 Starbucks Holiday campaign and has created the 1st of its kind holographic projection cinema to send greetings to loved ones. Starbucks was looking for new ideas to launch this year’s holiday campaign and they particularly wanted to use the latest in technology to captivate audiences.

Designercity utilized a holographic video projection to execute ‘A Twinkle Surprise’ by touching on the human aspect of Christmas. Ultimately, we wanted people to connect during the holiday season. Through greetings and heartfelt messages, we took the traditional Christmas card and elevated it to mobile execution. We designed the campaign to create excitement, offer instant gratification and convenience to Buy One Share One mechanics that inspired paying it forward.

By sending loved ones and friends ‘A Twinkle Surprise’, both the sender and recipient will receive an email with an e-coupon attached to redeem a Buy One Share One treat and a complimentary Kaleidobox, at any Starbucks Hong Kong and Macau stores. A Kaleidobox is a simple cardboard box designed with a mirror inside that reflects the video on a flat panel.

Effectiveness / Results

This simple yet effective 6-week campaign saw an unprecedented
300% increase in Starbucks app download within the same period over their 2014 monthly average.
A total of 53,000 users bought one and shared one during the campaign.
And Starbucks also saw average 20% increases in drinks redemption compared to any other campaign.

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The Campaign Asia-Pacific Team