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Starbucks tells people’s stories to tell its own story

The ‘Meet Me at Starbucks’ global campaign was unveiled in September. It has now been released in India to promote the idea that ‘Good Things Happen when we get together’

BestMediaInfo Bureau | Mumbai | November 28, 2014

Starbucks-TVC Click on the image to watch the TVC.

As social media is reducing the frequency at which people personally meet each other, Starbucks has unveiled its first global brand campaign to promote the importance of human connection at a real level rather than virtually. The campaign is aptly named ‘Meet me at Starbucks’.

Created by agency 72andSunny, the campaign features a mini-documentary of five minutes plus shot at 59 Starbucks stores in 28 countries in one day, including India, by 39 local filmmakers and 10 local photographers. At the heart of the campaign is the proposition that “Good Things Happen when we get together” – a thought that is brought to life through a series of unscripted videos shot in-store across these 28 countries. Each of these videos capture millions of those people who get together at Starbucks stores every day – and the various stories they have to tell.

The campaign comprises shots of people meeting at various Starbucks outlets. The video is high on emotions and show people dancing, laughing, stressed and what not! The videos have people from different backgrounds meeting their near and dear ones. The video also has footages from Starbucks’ Mumbai and Bangalore stores. Starbucks has emphasised that human connection is of utmost importance and Starbucks is the place where friends meet, share happiness, grief and create moments.

To reinforce the brand’s philosophy, the company also came out with three 30-second videos in a catchy chat format. All the chat videos have covered different emotions. One talks about a mother and son relationship, the other depicts friends talking about a date. And the third one entails a conversation where a boy is heard apologising for something. All the videos have happy endings that highlight the brand’s philosophy of ‘Meet me at Starbucks. The videos have tried to bring out the value of meeting personally. The chat videos emphasised the importance of having human connections and meeting personally than just chatting online. All the heart-warming films have captured pure emotions of millions of people who get together at Starbucks; not just for coffee but for those beautiful moments of human connections.

Manmeet Vohra Manmeet Vohra

Speaking about the brand campaign, Manmeet Vohra, Director – Marketing and Category, Tata Starbucks Ltd, said, “Today we have a million ways of reaching out to each other via technology, but nothing comes close to meeting someone for that personal moment of connection. ‘Meet Me at Starbucks’ is a celebration of the simple truth: good things happen when we get together. When we meet, we get closer, we give more joy and we connect better. We invite you to experience the joy of human connection at our stores. We invite you to meet at Starbucks.”

On the global platform the campaign was launched in September and it has been releases in India this month.

On Twitter also the company has promoted the campaign with the hashtag #HowWeMet. One can tweet and retweet stories about themselves meeting their near and dear ones. They can also upload pictures on Twitter. Starbucks is also asking fans to post photos about meeting people on Instagram at hashtag #HowWeMet. It's also inviting employees and customers to share their coffee memories on their website.

Starbucks entered the Indian market in October 2012 and currently operates 59 stores in India across Mumbai, Delhi NCR, Pune, Bengaluru, Chennai and Hyderabad. Starbucks stores are operated by the joint venture Tata Starbucks Limited, and branded as Starbucks Coffee - A Tata Alliance.

The TVCs:

[youtube]https://www.youtube.com/watch?v=9300ZA1z74Y#t=30[/youtube]

[youtube]https://www.youtube.com/watch?v=eWtzW8LFeTI[/youtube]

Info@BestMediaInfo.com

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