At the 2018 One Club Creative Boot Camp, a 4-day student concepting and pitching competition, Starbucks came to us with a problem: customers aren’t sticking around in the afternoon.

We discovered that the #1 reason people go to Starbucks in the afternoon is to escape. Using that insight, we created a campaign that empowers you to escape to far-flung destinations at Starbucks.

Escape the everyday.

Starbucks roasts coffee beans from dozens of countries, allowing you to transport your taste buds all over the world.

With their worldwide reach in mind, my team and I designed the in-app Starbucks Passport Program to encourage customers to explore every flavor. For every new drink you purchase, you’ll earn an in-app passport stamp for the country the drink originated from, unlocking a page about that location with a playlist, Snapchat filter, virtual tour, and more.

On Instagram, Snapchat, and YouTube, we’ll feature Starbucks stories from around the world, highlighting different cultural flavors.

Starbucks Workshops

To make sure customers stay at Starbucks in the afternoon, the Passport Program will feature afternoon workshops to help people connect with each other and learn about coffee culture all over the globe.

You can access the workshop schedule and reserve your spot right from the app. With classes from “How to Use a French Press” to “How to Make Latte Art”, there’s something for everybody.

Afternoon Flights

We’d also like to introduce afternoon flights, samplers of coffee made from Starbucks’ vast variety of beans. Discover your new favorite brew, from sun-dried coffee made in Papua New Guinea to the Rainshine blend from Ethiopia.

But what if you don’t know what to try? No worries, just take a quick quiz to find the flavor that best suits you.

Through the Passport Program, customers will not only learn more about their coffee and where it comes from, but they’ll explore the world and their own tastes, giving them plenty of reasons to stick around in the afternoon.

You can check out my other Creative Boot Camp win here!

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Tabitha Butler

There is unbelievable power in your words, so use your powers wisely. If you need a little help, you can reach me at tabithabutler27@gmail.com.

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