Knowing people are less inclined to crave hot coffee in warm weather, Costa Coffee partnered with ZenithOptimedia to build awareness of the brand's Iced Fruit Cooler range. Using Business Chain targeting on DoubleClick Bid Manager, the campaign reached people who were within a 25-metre radius of any of Costa's 2,000 stores or a competitor's store to achieve a front-of-mind position among consumers and drive in-store traffic.
Approach
Used Business Chain targeting in DoubleClick Bid Manager
Served ads to consumers within 25-metre radius of a Costa or competitor store
Drove consumers to 2,000 Costa stores
Goals
Maximise awareness
Reach the right audience with intelligent targeting
Drive traffic to Costa stores
Results
82% greater reach than previous approach
30% lift in engagements around competitors compared to own stores
32% increase in click-through rate
60% decrease in CPM
In warmer weather people are less inclined to crave hot drinks, so Costa Coffee's ambition was to position its iced drinks range in consumers' front of mind during the summer. With the help of ZenithOptimedia, Costa created a seasonal campaign that aimed to encourage a young professional audience to get out of the office, have a cold drink and enjoy the weather.
"We chose to use DoubleClick because it really allows to hyper locally target consumers when they're out on the go."
Kirstey Elston, Head of Marketing, Costa Coffee
Costa used Business Chain targeting on DoubleClick Bid Manager to build awareness of Costa's Iced Fruit Cooler range among existing and conquest customers. "We were able to target people who were within a 25-metre radius of a Costa store or a competitor store," explains Costa Coffee Head of Marketing Kirstey Elston. "We served them ads to give our range top of mind, to drive them into our stores and also make them consider coming to Costa when they may be passing a competitor."
While previously the brand had used an approach based around a hyperlocal Private Marketplace, this campaign outperformed those previous activities: using DoubleClick Bid Manager produced 82% extra reach, a 32% higher click-through rate, 30% lift in engagements around competitors' stores and 60% lower CPM.
"We were happy we achieved what we needed to do for Costa Coffee," says Tayo Ologbenla, Display Trading Executive at ZenithOptimedia. "It was amazing, the client was happy, we were happy and we used this new piece of technology that now is going to be used agency wide."
