Costa Uses DOOH to get Consumers in the Christmas Spirit

Costa ran a seven-week competition in the run up to Christmas to engage their audiences online by generating excitement around their festive take-away cups. Customers were tasked with finding or creating pairs of eyes for their cup characters- Santa, Snowman, Rudolph and Elf. Over the duration of the campaign users were set a different challenge designed to prolong excitement around the competition and also to inspire consumers to get creative.

The top entries were fed into a digital-out-of-home advertisement to promote the competition and the return of the festive cups. Graphite Digital created a 10 second animation to reflect the brand’s Christmas look and worked with Liveposter to implement dynamic fields, into which the photo’s would be displayed. These entries were updated regularly to keep the promotion feeling fresh and timely.

A second campaign was run alongside this, which focused on how a trip to Costa can provide relief and respite from the scenarios consumers might find challenging during the build up to Christmas, such as long shopping sessions, waiting for buses and enduring the cold weather.

Graphite Digital created five 3D animated videos to bring Costa’s festive cups to life, placing them in these relatable situations and telling the story of how shoppers can find sanctuary in Costa. These instances were then placed in specific locations to give them contextual relevance such as shopping centers, high street and bus stops.

In addition to this, from 11th November bus supersides, including twinklies, were used to raise awareness of the cups in Central London.

This campaign was planned and booked by Meridian.