Starbucks is a global brand that aims to be relevant in every local market, in every neighborhood where it is present. To do this, it must demonstrate that it knows the reality of the people it serves.

With this in mind, we prepared a brief in which Starbucks asked to present its new delivery service through an emotional idea that would generate impact and win over new customers.

Every year in October in Spain we change the winter schedule and that night lasts an extra hour. Many people think "great, an extra hour of sleep", but nobody thinks about the night workers who have an hour of work.

In this situation Starbucks creates a special delivery service for them and brings their coffee to their workplaces to keep them awake during their longest night.

Starbucks has a new delivery service and wanted to promote it in an emotional way, showing itself as a close brand. I also wanted to attract new customers.

In view of this situation, we proposed to turn the night workers into the first customers of each morning, turning them into lovers of branding through a special action for them.

Using our database we sent an email to our customers reminding them that the time had changed that night (October 27th).

This email had an event attached to it that was automatically installed in the Google Calendar of each client and at 2:59 it sent them a notification inviting them to order a free coffee. But this message was only answered by the night workers, as they were the only ones who needed a coffee at that time.

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Thanks to this idea we got:

864 night workers ordered their coffee.

During the following week delivery orders increased by 31% over the previous week.

Positive sentiment towards Starbucks grew by 74%.