The Drum Recommends: Commended – Cubo: Champions of the early start with Costa Express
In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies to guide and inspire you in your journey to select a new agency relationship.
Last year the Recommended Agency Register (RAR) was rebranded as The Drum Recommends to bring it in line with owner The Drum. It remains committed to partnering brands with the correct agency using data and unique industry expertise.
COSTA EXPRESS – FUELLING BRITAIN
WHAT WAS THE BRAND’S PROBLEM?
The cold winter months are a crucial sales period for big coffee brands. How could we drive footfall between December and February?
HOW DID CUBO OUTSMART THE PROBLEM?
There’s a forgotten workforce out there, who get up early to keep Britain moving. So we celebrated these “Champions of the early start” with a joined-up push across the media they’d encounter on the way to work: roadside posters, POS, radio and geo-targeted mobile ads in Satnav: all driven by a single, compelling idea.
We recast Costa coffee as a new kind of ‘fuel’: powering the country’s hardest workers through Britain’s toughest season. When these unsung heroes need great coffee most, Costa Express comes to their rescue.
WHAT WAS THE IMPACT OF OUR WORK?
Facebook ads had recall rate of 9.88% (industry average 5%)
Radio ads had listen-through rate of 94% (industry average 90%)
“These are crucial months for sales. Your idea didn’t just deliver the boost we were looking for, it created a lasting platform for our brand. The smart use of channels was extremely effective.” Costa Express