Starbucks Australia - Customers unlock caffeine-fuelled perks in loyalty campaign from Cassette

Starbucks Australia wanted to encourage more loyal customers to tap into the convenience and rewards of ordering via their mobile app. With the introduction of Mobile Order & Pay functionality, we could turn the sacred daily ritual of ordering a coffee into an exclusive experience for Aussies.

Introducing, the Starbucks ‘Loyal Sippers’ campaign. Cassette crowned Starbucks Rewards customers with a VIP status that came with a range of exclusive perks —skipping the queue, birthday rewards and more. 

It all laddered up to the fact that with the refreshed Starbucks Rewards app in the palm of your hand, the royal treatment is only ever just a tap away.

Within just four months of the app launching in October 2022, over 50,000 new customers had signed up for Starbucks Rewards, 75% of existing members had transitioned from the old app to the new one and mobile ordering had grown to approximately 5,000 transactions per week (since December 2022).