100,000 Moments: Starbucks Doubleshot Espresso’s Dynamic Sampling Campaign Revitalises London’s Commuter Scene
Our objective was to distribute 100,000 samples of Starbucks Doubleshot Espresso across various London train and tube stations over two days. The campaign aimed to reach commuters during peak morning and early afternoon hours, introducing them to the energising coffee experience.
Campaign Strategy:
- Targeted High Traffic Locations: Focused on busy commuter hubs in Central London to maximise reach and impact.
- Efficient Sampling Distribution: Utilised 12 teams of staff per day to distribute thousands of samples quickly and effectively at each location.
- Branded and Organised Approach: Ensured each team was equipped with fully branded sampling bins and clothing to maintain a cohesive and professional brand image.
Execution:
- Comprehensive Staffing Solutions: Deployed 36 staff members per day, with full 24/7 management to ensure optimal performance and engagement.
- Strategic Location Mapping: Conducted bespoke location mapping to identify key distribution points for maximum exposure.
- Logistical Coordination: Managed full event logistics, including 12 vehicles with dedicated drivers for efficient sample transportation and distribution.
- Sample Storage and Movement: Handled storage and movement of samples to ensure a steady supply throughout the campaign.
- On-Site Campaign Support: Maintained an EXECUTIONAL head office presence on-site for immediate coordination and oversight.
- Campaign Documentation: Captured the event through photography and compiled bespoke online reports for comprehensive assessment.
Impact:
The Starbucks Doubleshot Espresso sampling campaign successfully engaged thousands of London commuters, distributing an impressive 100,000 samples across the two days. The strategic placement of teams at key commuter hubs during peak hours ensured high visibility and engagement, effectively introducing the product to a wide audience. The campaign’s logistical efficiency, coupled with the professional presentation of the staff and sampling materials, reinforced Starbucks’ reputation as a brand synonymous with quality and convenience, making a significant impact on brand perception and product awareness.
