SHANGHAI – October 23, 2013 – In partnership with Starbucks China, BBDO has launched a new campaign urging people to make time in their busy lives to engage in real conversations.
Hoping to inspire Starbucks’ customers to ask themselves, ‘what if I slowed down for just a moment to fully appreciate the people in my life?’, BBDO came up with the campaign ‘Let’s meet up, face to face, heart to heart!’.
Launched on Tencent and Sina Weibo, the campaign invited people to pledge their support for the movement to rediscover heartfelt, genuine conversations.
Fans could vote on the campaign site, comment on friends’ votes and forward it to their peers. Within the first 24 hours over half a million people voted to support the movement, BBDO said.
Through comments, people expressed their desire for real connection:
“豆å里的é¹å•¡”: To support the #Heads up# campaign of Starbucks, I will shut down my phone until the end of tomorrow! Have a simple life just like in my childhood, reading books and talking to people around me. The furthest distance in the world is that I stand in front of you yet you are on your phone.
“秤å是个粗心妞” :# Heads Up # Look up and find love – you will see a shadow in the shape of a heart on the window at Starbucks, what a lovely day!
Bringing the campaign from social media to Starbucks stores, customers who visited on October 16 signed their names on the posters, signifying their support for the movement. To allow customers to linger over cups of coffee, Starbucks gave all customers a free size upgrade on their drinks.
