Talon Outdoor is a truly independent Out of Home media specialist and a significant player in the Out of Home agency sector with a focus on delivering smarter, creative, technology-led and integrated OOH communications.
Starbucks Blonde Espresso Roast
The objective of the campaign was to launch Starbucks new Blonde Espresso Roast and deliver a data-driven OOH ad campaign, targeting and converting coffee drinkers across the UK.
The strategy was to use Ada to build a custom behavioural audience through mobile location data over a 6 month period. The 'Coffee House Hopper' audience was identified s people who frequently visit high street coffee houses but are not loyal to any particular one.
The best performing Large Format Digital inventory was selected to be part of the OOH media buy. All data in Ada is timestamped, allowing insight around time of day and day of week to be integrated into the planning. The campaign was then measured against brand metrics to determine the effectiveness of OOH and Ada on a 'Coffee House Hopper' audience.
The Ada campaign informed consumers of the new blonde roast. After being exposed, +45% said they were likely to try the new roast. Among niche Starbucks audiences this increased even further. As a result of exposure to the OOH campaign 25% of consumers made an incremental visit to Starbucks. 57% of those exposed to the campaign took some kind of action. Rising to 8 in 10 among specific roast choosers. The majority of consumers talked about the campaign or recommended it to others.