Agency: Designercity (an XM Asia Pacific company and part of the JWT network)
Market: Hong Kong
Campaign scope: The 'Twinkle surprise' gift allows fans of the brand to use the Starbucks' mobile app to send a greeting (including a selfie) to a friend. Both the sender and recipient get an electronic voucher for a two-for-one deal on specific Christmasy beverages. When they pick up their drinks, both also receive a 'Kaleidobox'—that becomes a "hologram cinema" when the user places their smartphone on top.
Press release quote: Leo Tsui, general manager, digital, Designercity: "Ultimately, we want to connect people, loved ones, friends and family during the festive season. We elevated the concept of a traditional Christmas card by using 3D projection mapping and selfies-taking to create personalized greeting video messages and then delivered via Starbucks Hong Kong’s mobile app."
Comments: We haven't seen the hologram with our own eyes, so we won't comment on that aspect (nor have we tried a Toffee Nut Latte, because we prefer real coffee to liquified donuts). What we do appreciate here is that participation in this promotion took place through the brand's existing app, as opposed to requiring consumers to download something new. Thie campaign thus provides a good example of what brands can accomplish when they make an app that's useful enough to become an integral part of people's everyday lives.
Creative Director: Avis Wong
Designer: Yuki Ng, King Yip
Motion Graphics: Johnny Lam, Chery Liu
Development team: Adam Tang, Kevin Kwong, Stone Shek
Account Director: Leo Tsui
Senior Account Executive: Queenie Chan