In September 2021, Lavazza opened their flagship coffee store in London’s Regents Street. Lavazza were keen to drive awareness and footfall to their first store outside of Italy.


Make the Lavazza Store a destination, not only for the best coffee but to enjoy authentic Italian moments.


Lavazza tapped Yahoo Ryot Studios to craft an augmented reality (AR) game challenging Londoners to find digital Lavazza-branded coffee cups hidden throughout the city. Once collected, these cups could be redeemed in-person at the London flagship for a free coffee and the chance to win fabulous prizes.

To drive awareness of the AR game, Yahoo went omnichannel, with a lavish video series highlighting the brand’s unique approach to coffee...including a recipe for espresso-based “coffee caviar!”

The series was distributed via the Yahoo native and DSP platforms, using machine-learning driven audience segmentation and advanced geo targeting to find the right people at the right time.

Yahoo also activated its influencer and social media networks. An article hyping promoting the launch ran in Yahoo Life supported by a targeted Facebook campaign, and influencers from the worlds of fashion, design, travel and entertainment spread the brand love far and wide.

Coffee-loving influencers like “Tyler West, A Lady in London,”Tun Shin, and Harpz Kaur demonstrated the AR technology in action, as well as giving their audiences—and the world—a sneak peek at the London flagship before it opened.

Key results 

Key results

Brand study results 

To capture responses from players, Yahoo worked with Smart Media Labs (formerly known as Block V) and OnDevice Research, to embed a survey URL as a ‘vatom’ (think: a virtual coffee cup) within the game. Users could click this item to provide instant feedback about the campaign’s reach, effectiveness and overall fun.

In the end, the campaign drove significant uplifts across all metrics, highlighting the unique ability of immersive experiences to tell brand stories.

Brand study results

Those exposed to the AR game were 3 times more likely to have visited the Lavazza store in the previous 4 weeks compared to those who saw the media campaign. And participation in the AR game significantly improved brand perceptions, which once again proves the value of immersive experiences in any media mix.

* statistical significance to 95% confidence amongst those who played the AR Game vs a control group.




Yahoo’s creative services and innovative solutions enabled Lavazza to promote the launch of the London Flagship store to our target audience in a fun and compelling way. The use of augmented reality technology firmly positioned Lavazza as an innovative brand. The research team came up with a study design which enabled us to measure the contribution of each format on our brand KPI’s and most importantly gave us evidence of how AR and gamification can engage our customers. The results speak for themselves! Gloria Bagdadli, Global Retailing Director, Lavazza Group

Download the pdf here

Find out more

Speak to your Yahoo representative, email us at emea.info@yahooinc.com


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