The start of fall also marks the arrival of Pumpkin Spice Season - a time of year that enjoys cult status at Starbucks across the generations. But how do you stand out from the crowd during this special season? Dreifive and Starbucks joined forces to stage the start of the season: a giant Pumpkin Spice Latte landed right in the heart of Vienna. An impressive appearance that attracted attention and caused a stir in the social media world.
Deceptively real 3D installations
This was achieved with a FOOHM campaign, or Fake Out of Home Media. This involves deceptively real 3D installations that look like real objects but are digital productions that are projected into public spaces. This creates viral effects, particularly in urban environments. Digital natives love the unexpected, the unusual and the shareable. With FOOHM, brands reach their target group exactly where they are - in the city, on social media, in real life. It is a form of advertising that is visually strong, emotionally gripping and, above all, interactive.
According to Starbucks, the Starbucks campaign has tripled the organic engagement rate. ", said Thomas Egger (Senior Marketing Manager Starbucks Austria and Switzerland).
Responsible at Starbucks: Kerstin Goutier (Senior Marketing Manager), Thomas Egger (Marketing Manager). Responsible at DreifiveJana Kempe (Teamlead Social Media), Irina Schocher (Social Media Consultant) Anja Stadlbauer (Junior Social Media Consultant), Isabell Steiner (Director Creation & Production), Simon Böhm (Lead Digital Arts Designer), Sandro Kohler (Senior Digital Arts Designer), Deborah Pfleger (Head of Social Media).
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The start of autumn not only marks the arrival of the golden leaves, but also the much-anticipated Pumpkin Spice Season - a time of year that enjoys cult status across all generations. But how do you stand out from the crowd during this special season? Together, we took the decisive step further and staged the start of the season in spectacular fashion: a giant Pumpkin Spice Latte landed right in the heart of Zurich! An impressive appearance that not only attracted attention, but also sent the social media world into a frenzy.
"Fake Out of Home Media"
"The start of fall is always a very special moment for us at Starbucks. We are delighted to see that we can score points with innovative implementations on social media and that we have been able to triple our organic engagement rate as a result," reveals Thomas Egger (Senior Marketing Manager Starbucks Switzerland and Austria).
The secret of success? FOOHm - Fake Out of Home Media. This innovative marketing strategy amazes passers-by with its deceptively real 3D installations. The highlight: these are not real objects, but impressive digital productions that are projected into the public space. FOOHm creates moments of surprise and viral effects, especially in urban environments.
What makes FOOHm so unique and why does it appeal to GenZ in particular? The answer is obvious: digital natives love the unexpected, the extraordinary and the shareable. With FOOHm, brands reach their target group exactly where they are - in the city, on social media, in real life. It is a form of advertising that is visually strong, emotionally gripping and, above all, interactive. FOOHm offers endless possibilities: From staging seasonal products to creative brand messages - anything is possible.
"The landing of a giant Pumpkin Spice Latte cup in the middle of Sechseläutenplatz is the perfect proof of how FOOHm hits the nerve of the times. A spectacular experience, and exactly what GenZ loves: something extraordinary that they can immediately share with their friends," say Isabell Steiner (Director Creation & Production Dreifive) and Marleen Albert (Head of Social Media Dreifive).
Responsible at Starbucks: Kerstin Goutier (Senior Marketing Manager), Thomas Egger (Marketing Manager). Responsible at Dreifive: Irina Schocher (Social Media Consultant), Jana Kempe (Teamlead Social Media), Anja Stadlbauer (Junior Social Media Consultant), Isabell Steiner (Director Creation & Production), Simon Böhm (Lead Digital Arts Designer), Sandro Kohler (Senior Digital Arts Designer) Marleen Albert (Head of Social Media Switzerland).
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The focus of the creation is on activating both regular guests and new customers to enjoy the summer drinks. Depending on the weather and temperature, the appropriate theme is played. The strategy calls for intelligent and precise targeting, adapted to local conditions and close to the cafés.
Digital channels such as Programmatic, Social Media and Programmatic Digital Out of Home are used. Special attention is paid to local support around the POS in order to increase frequency in the cafés.
According to Starbucks marketing manager Kerstin Goutier-Sauer, the company chose Mediaschneider because of its understanding of the brand and its goals, as well as the detailed elaboration of the campaign.
The first joint campaign is currently on air in Switzerland and Austria.
Responsible for Starbucks: Thomas Egger (Marketing & Category Specialist), Kerstin Goutier-Sauer (Marketing Manager). Media concept: Janine Nussbaumer, Hennig Helbig, Susanne Schlatter (Mediaschneider), Dominik Steiner (Hoy).
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