Costa Express Experience Day

Costa Express Experience Day, The Circle Agency / Costa Express
Costa Express have revolutionised self-serve coffee by creating vending machines that produce Barista quality coffee, blowing away memories of tasteless instant drinks in Styrofoam cups.

Costa were on a mission to show the British public that a coffee from one of their 8,500+ Express machines was as good as one served in their stores.

Costa Express had seen a high level of prompted awareness about their product, but low category usage. They knew once a customer tried an Express coffee they would return, and so the business set out to deliver a day of free trial across Britain on Tuesday 1st October 2019.

Nationwide PR and media channels previewed the promotion, and on Free Coffee Day seven street teams in major cities activated to drive footfall to participating stores and an experiential site in central Manchester. Every touch point encouraged consumers to join the Costa Coffee Club loyalty programme and offered free points for redemption.

From initial small aspirations promoting consumer trial, this campaign has grown to be one of the boldest and most successful marcomms initiatives Costa Express has ever attempted, with immediate and quantifiable impact on the business. Plans are already underway to make this an annual marketing event.