Lavazza

Driving footfall to a newly-opened store

How We Did It

4.8M videos delivered

Four times the target

+150K users

Visited the augmented reality-enabled game

+10K Londoners

Collected over 22,000 virtual coffee cups

Yahoo’s creative services and innovative solutions enabled Lavazza to promote the launch of the London Flagship store to our target audience in a fun and compelling way. The use of AR technology firmly positioned Lavazza as an innovative brand.

Gloria Bagdadli, Global Retailing Director, Lavazza Group

Background

Calling all coffee-loving Londoners

When Lavazza opened their flagship coffee store in London’s Regents Street, they were keen to drive awareness and footfall to their first flagship store outside of Italy. They turned to Yahoo to make the new store a destination – not only for the best coffee, but to enjoy authentic Italian moments.

Solutions

Coffee, but make it virtual

Lavazza tapped Yahoo Creative to craft an augmented reality (AR) game, challenging Londoners to find digital Lavazza coffee cups hidden throughout the city. Once collected, these cups could be redeemed in-person at the London flagship for a free coffee and prizes. To drive awareness of the game, Lavazza went omnichannel with an influencer activation, sponsored content on Yahoo Life, and a video series highlighting the brand’s unique approach to coffee.

Results

Immersive for the win

To capture responses from players, Yahoo worked with Smart Media Labs and OnDevice Research to collect feedback about the campaign’s reach, effectiveness and fun. The campaign drove significant uplift across all metrics. Participation in the AR game significantly improved brand perception and likelihood to visit the new Lavazza store, highlighting the unique ability of immersive experiences to tell brand stories.

The research team came up with a study design which enabled us to measure the contribution of each format on our brand KPI’s and most importantly gave us evidence of how AR and gamification can engage our customers. The results speak for themselves!

Gloria Bagdadli, Global Retailing Director, Lavazza Group