Yahoo has partnered with Lavazza, one of the world’s leading coffee roasters, to celebrate the opening of its new flagship store in London. Through the power of AR technology, the new interactive campaign will see Lavazza connecting with the capital’s coffee-lovers through an exciting new blend of creative experiences. To drive coffee-lovers to its new London-based flagship store, Lavazza and Yahoo Creative Studios have joined forces to create a multi-layered campaign activation. Featuring a combination of next generation content and interactive experiences, the campaign perfectly embodies the Lavazza brand and showcases its unique approach to coffee.
Putting a spotlight on coffee design
As part of the campaign, new branded content videos will put a spotlight on three unique recipes that are only available in the flagship store, telling a story of Lavazza’s philosophy and approach and innovative take on coffee design and driving consumers in-store to find out more and try the recipes out for themselves. The videos will be live in the run up to the launch of the flagship London store to drive awareness and excitement ahead of opening.
Engaging new coffee-loving audiences through AR
An interactive, augmented reality (AR) game will also challenge Londoners to find Lavazza-branded coffee cups around the city through their mobile phones. Bringing the physical and digital worlds together in a memorable way for these audiences, players will then be able to take their discoveries into store and redeem exciting prizes from a free coffee, a Lavazza Espresso Machine with built in Alexa, a carmencita moka pot, a coffee design experience, or even a stay at a luxury London hotel. Using Yahoo and BlockV “vatom” XR technology capabilities, the experiences can be distributed at scale through a dedicated game site and webAR-enabled ad formats. The game will be live for three weeks from 23 September, helping to drive excitement around the new opening and footfall to the London flagship store. Yahoo will also engage influencers across Lavazza’s lifestyle audience segments, including fashion, design, travel and entertainment to amplify the store opening and the game launch. Including the likes of “A Lady in London,” Tun Shin, Harpz Kaur and Tyler West, these influencers will help demonstrate the AR technology in action, as well as giving audiences a sneak peek of the new London flagship store and prizes to be won by taking part.
Using technology to build customer-loyalty post pandemic
The global AR market is expected to grow by 43.8% between 2021 to 2028. As consumers become increasingly tech literate and expect their digital interactions with brands to be seamless and enhance their experience, it’s important for brands to align themselves with these emerging capabilities and renewed expectations around engagement. Brands need to create authentic and exciting experiences for their audiences, which will in turn drive loyalty in the longer term. Immersive activations like AR experience with Lavazza are a tangible example of this. Research from Mintel highlighted that those aged between 16-34 are more likely to buy a hot drink out-of-home - with 81% of this age group doing so - compared to only 67% of those aged 65 and over. Lavazza and Yahoo are giving this younger audience an out-of-home experience, leveraging technology that appeals to this new generation of coffee lovers.