International coffee giant Starbucks is launching its first global brand campaign, “Meet me at Starbucks.”
The company posted a 60 second short documentary on its YouTube channel, showcasing what transpires when coffee drinkers turn off their phones and tabs to connect in real-time, offline and in-store. The 60 second snap-shot from a longer 6 minute documentary pushes the point that "we're not really connected unless we're face to face,” said Starbucks spokeswoman Linda Mills in an Ad Age report.
Created by agency 72andSunny, the campaign features a mini-documentary in 59 different stores in 28 countries, using 39 local filmmakers, 10 local photographers and one director. The campaign will also include display ads and social media efforts.
More than 220 hours of footage were filmed to capture authentic, unscripted, moments of connection, during a time span of 24 hours. It features different people and their stories visiting the drinks chain including an elderly couple, a hearing-impaired group, business meetings and reunions. The cities featured in the campaign include New York, Singapore, Beijing, Mumbai and Berlin.
Starbucks is also asking fans to post photos about meeting people on Instagram at hashtag #HowWeMet. It's also inviting employees and customers to share their coffee memories on their website.
The precursor to Starbucks campaign: a trio of videos released in mid-September that translates face-to-face conversations to texting, and illustrating, powerfully, the difference.
In India Tata Starbucks Limited, a 50-50 joint venture between Starbucks Coffee Company of US and Tata Global Beverages, owns and operates the Starbucks outlets. The outlets are branded Starbucks "A Tata Alliance", where Starbucks, through an agreement with Tata Coffee, serves coffee that is 100% locally sourced and roasted.
Within two years since its launch, Tata Starbucks has opened outlets in Mumbai, Delhi NCR, Pune, Bangalore, Chennai and Hyderabad.
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