STARBUCKS ‘THE BANK’ GLOBAL LAUNCH

March 19th 2012

ON MARCH 9TH 2012 WE CHANGED OUR GAME.

We embraced a new way of communicating it to the world.

We changed the Starbucks coffee experience.

We reframed our story to be not just a coffee narrative, but also one about design, innovation & sustainability.

Using a new language, we reached out to influencers at home and afar.

The hundreds of (micro) communities around the globe that cater to the cultural and creative elite.

Design blogs, innovation sites, business press, sustainability pundits and coffee geeks.

We told our story in their language, not ours. Gave them the images they wanted to publish, not necessarily the ones we were comfortable to give. And entered a

dialogue with them in order to

adapt our story to meet their

specific needs.

WE CELEBRATED OUR LINK TO HOLLAND’S COFFEE HERITAGE AND PUT LOCAL DESIGN TALENT IN THE SPOTLIGHT

91 Dutch publications

3 National Radio interviews

2 Television reports

Reaching 6.7 million people

AND MADE IT A SYMBOL OF RENAISSANCE

and more

AND THE RESULTS WERE EXTRAORDINARY

GIVE OR TAKE

72,000,000 TOTAL REACH 10,000

TWEETS THAT REACHED

8,000,000 PEOPLE

5,500 SOCIAL MEDIA SHARING*

1,200 ARTICLES PUBLISHED

THE SUPERLATIVE RESULTS

*THIS # INDICATES HOW MANY PEOPLE SHARED THE STORY DIRECTLY FROM AN ONLINE PUBLICATION VIA FACEBOOK, GOOGLE+, PINTEREST & LINKED-IN. WE’VE EXCLUDED TWITTER FROM OUR CALCULATIONS BECAUSE THAT’S LISTED SEPARATELY ON THIS PAGE. THE EXAMPLE UNDER IS FROM DEZEEN. NOTE THE PINS!

WE ACTIVATED EVERY MAJOR CULTURAL INFLUENCER THAT MATTERS

AND BECAME THE TALK OF THE TOWN AMONG GLOBAL BUSINESS LEADERS

WHO EMBRACED US THE WAY WE WANTED THEM TO

WE IGNITED GLOBAL TWITTER CHATTER

WHICH LED TO EVEN MORE GLOBAL TWITTER CHATTER (RETWEETS)

AND EVEN MORE GLOBAL CHATTER (PINTEREST)

And they are still passing it on today and asking for more…

TODAY WE SHOW UP ON GOOGLE IN IN ALMOST EVERY LANGUAGE ON THE PLANET

The story of Starbucks The Bank continues in-store.

We openly invite people to tweet about their experience using

#starbucksthebank.

We interact with them, respond to their queries

and give them reasons to follow us and ‘Like’ us daily

Starbucks The Bank is only the beginning of our journey.

We have created expectations, and now we must live up to them.

Innovatively, sustainably and socially.

THIS IS ONLY THE BEGINNING OF OUR JOURNEY. WE HAVE CREATED EXPECTATIONS, AND WE MUST LIVE UP TO THEM – SUSTAINABLY, SOCIALLY AND INNOVATIVELY.

ON MARCH 9TH 2012 WE CHANGED OUR GAME…

…AND THE WORLD LISTENED.