07.21.2022
Advertising

LAVAZZA USES AR TO DRIVE IN-STORE SALES

Background

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.

Objective

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

Solution

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.

 

 

Testimonial 

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

 

More insights

Advertising

Luxury Reimagined: Understanding today's new Luxury Shopper

Today's luxury shoppers are not who you think they are. Check out our latest insights into this highly engaged group and learn how to connect your brand to the shoppers of today.

Advertising

Verizon Media is now Yahoo | Ad Tech

The content consumers love, the platforms advertisers love – all in one place. Discover the new Yahoo.

Advertising

Yahoo Academy Masterclass Episode 5: Ade Hassan

In this episode of the VMA Masterclass, we talk to Nubian Skin founder Ade Hassan, MBE. Ade set up Nubian Skin for people of colour who were unable to find their own ‘nude’ lingerie products.