Starbucks is not known to develop advertising. They are a Brand that has built its stature through word of mouth generated by consistent memorable in-store experiences. Therefore, this outdoor initiative is out of character... or is it?
To lure people into a local Starbucks at Port Authority, a busy commuter hub in NYC, the Brand developed an outdoor campaign that filled the corridors of the station. Each piece had a stream of consciousness thought. As you followed each billboard, the thoughts brought you into the story more and more. Finally, close to the Starbucks store, the billboards revealed the intent of the story - your thoughts may wander in the morning but eventually they will land on what coffee choice you want to make that morning. And voila, you are at Starbucks.
I really like this simple campaign because it reflects the reality of that environment but also reflects the immersive experience you get when going to a Starbucks. In other words, the Brand world was brought to life. Superb.
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