Undercover Arts were challenged by Starbucks to to credibly connect with new university students in the UK.
The target market is rife with scepticism toward corporate brands; the more influential and discerning the audience, the more cynical they are towards brands entering their arena.
For a campaign to resonate, it needed to be driven by the audience, not by the brand.
We formulated an emotional and meaning brand story based on making new friends and inviting them for a free coffee.
100,000 sticker vouchers produced and distributed to 12 UK City University Freshers Fairs.
Undercover Arts partnered with illustrator Maria Raymondsdotter to design vouchers.
Voucher redeemed in store or online.
18,760 Physical redemptions
24,213 Digital redemptions
21.5% Engagement rate