COFFEE CLUB

A MILLION LITTLE NUDGES TO CHANGE THE NATION’S HABITS

In the high street coffee wars, convenience trumps price. Our go-to is most often the one we go past. With more than 2,000 coffee shops, plus Express machines, Costa wins on convenience.

But there is always headroom to drive frequency. Enter Costa Coffee Club, with lots of friendly nudges to help people enjoy an extra cup.

As lockdown began to ease and Costa was able to invite customers back in, we saw people were tentative to return to the Nation’s favourite coffee shop. We needed to act fast to reengage old customers as well as grow share of wallet to make up for lost business. We developed a campaign to give away a free coffee in exchange for downloading the costa app, where we know we can use targeted comms to stretch behaviour.

In little more than 3 weeks, our customer comms increased the total number of app users by over 1 million, and placed the Costa app as number one on the App Store and Google Play.