Higher Education Institutes (HEIs) rely on an integrated marketing mix to promote their services, be they undergraduate, PG or CPD programmes. The scale of the investment – financial (especially considering the significant increase of tuition fees, from £3000 to £9,000 for UG courses), emotional (potential relocation away from friends and family) and social (their decision impact upon career progression and social standing in years to come) – means prospects are unlikely to make an impulse decision.
Leaving away the typical Starbucks Coffee’s advertising campaigns that only showed pictures of their products (coffee latte, cappuccino, etc), now the american retailer surprises us with an interactive video “Meet me at Starbucks” on YouTube, where consumers (around the world) are the protagonists of this new campaign.
This was a huge and challenging project because the video mini-documentary was filmed in 59 different stores in 28 countries (for example cities such as London, New York, Buenos Aires, Mexico, Taipei, Mumbai, Vienna, Madrid) during one day.
Also, 39 local film-makers and 10 photographers were involved in the project that recorded 220 hours of footage. The creative agency 72andSunny was responsible for this campaign. You can watch this video here: Meet me at Starbucks. Continue reading