When Costa Coffee Malta approached us to work on their Summer 2022 campaign, we knew that it would be an (icy) blast! Having worked with Costa on previous campaigns, this summer Ponder & Pitch was responsible for the concept creation, creative direction, and execution of this campaign. The main aim for this Summer Campaign was to encourage customers to convert to Iced Drinks. Although we knew that it would be a challenge to convert habitual drinkers, we still took the challenge head on.
With this project, we went all out with developing different trails and interactive stunts that people can get involved in. We set off to create a journey which fully immersed Costa Coffee Malta customers into the icy experience, with the intent of encouraging them to try out Iced Drinks. From Ice Cubed Shaped signage before one enters the outlet, to interactive 3D floor games and Ice shaped table talkers, all Costa Outlets were transformed into an icy wonderland. Attempting to further incite customers to try out the Costa Coffee Iced Drinks, we also developed a successful lottery, giving customers who purchased these drinks a chance of winning an iPhone 13.
What really took this campaign to the next level, however, is the Costa Ice Cave which was set up in the Balzan Outlet. Entrance to the cave was granted exclusively to those customers buying Iced Drinks. With temperatures kept low and plenty of props to use for Instagram photos, the Ice Cave served as the perfect spot for customers to #ChillwithCosta.
But, we didn’t just stop there! Just as we had previously done with Zebra Crossings in Sliema, it was now time to take over a national landmark, the Sliema ‘LOVE’ sign. We thought that a landmark takeover is the perfect way to channel the ‘start of summer’ vibes, giving the Costa Coffee summer campaign a quirky touch to it. This provided the perfect opportunity for the Costa brand to resonate with younger generations, establishing it as the cool brand on the block this summer.
Apart from providing Costa with notable PR mileage to kick off Summer with a bang, this campaign has truly shown how we stand by our saying; ‘dreaming of ideas that people remember.