The campaign highlights how the Starbucks app transforms every visit into a celebrity-like experience.Starbucks Middle East, which partners with Alshaya Group to operate Starbucks stores in the GCC region, has launched its latest ‘Star Power’ campaign to show Gen Z and millennial audiences ways to unlock and redeem Starbucks Rewards, one of the most lifestyle-integrated loyalty programmes in the Middle East region.
Whether it’s skipping the queue, enjoying free drinks, accessing limited edition merchandise, or getting early access to seasonal beverages, the campaign aimed to highlight how the loyalty programme and the brand’s app transforms every visit into a celebrity-like experience.
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“Starbucks Rewards is all about turning your everyday coffee run into a star moment. Who doesn’t want to skip the line or get a sneak peek at something new?” said Rahat Junejo-Reza, Head of Marketing at Starbucks MENA. “The Star Power campaign is our way of saying, ‘you deserve the VIP treatment,’ every single time you visit.”
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The key objectives of the campaign were also to drive awareness about the Starbucks Rewards, as well as grow acquisition, engagement and retention through registrations via app downloads, in-store signups and digital activations.
The campaign also intended to increase Starbucks Rewards purchase frequency and redemption rates, while moving members up to the Gold Tier for long-term retention and advocacy.
Key audiences targeted for the campaign included existing Starbucks customers who can benefit from the Starbucks Rewards programme, and GCC millennials and Gen Z who value convenience, personalisation, and exclusive perks.
The campaign also targeted market-specific strategic audiences in Saudi Arabia and GCC markets with Arabic dialect adaptation for cultural resonance.
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Multi-channel mix in the Starbucks campaign rollout
Brought to life by the Starbucks in-house team in partnership with its creative agency of record, We Are Social, the campaign was rolled out across:
- Out-of-home: Billboard on Sheikh Zayed Road.
- Paid digital: search and programmatic.
- Owned social media: TikTok, YouTube and Instagram.
- Organic media: Platforms and influencer content.
- CRM: Email, push notifications and SMS.
- In-store: Physical activations and marketing materials.
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PR and radio
“We loved turning everyday Starbucks visits into something memorable,” said James Young, Associate Creative Director at We Are Social. “We wanted to create something that felt as exciting as the rewards themselves, something that would make everyone visiting Starbucks feel like a star.”
The multi-channel mix ensured both mass reach and deep engagement, while paid and organic social targeted younger, digitally active audiences. The CRM strategy nurtured sign-ups into active users via education and personalised offers, while in-store activations caught the attention of high-intent customers already engaging with Starbucks.
@starbucksksaمزايا المشتركين تبدأ من هنا 😎 عروض حصرية وأسعار مميزة بانتظارك 💚 فقط مع مكافآت ستاربكس 🌟 قريبًا 🔜 Member Privilege hits different 😎 Special prices & exclusive promos just for you 💚 Only with Starbucks Rewards 🌟 Coming 🔜♬ original sound – StarbucksKSA
In addition, radio and PR broadened mass awareness and boosted brand recall in a culturally relevant way. The campaign rollout aligned with the brand’s goal of embedding Starbucks Rewards into daily customer life and sustaining awareness beyond just acquisition.
The campaign was rolled out by media agency UM MENAT across the UAE, Saudi Arabia, Bahrain, Kuwait and Qatar, the campaign’s video series features customers walking into Starbucks stores, only to reveal their hidden “Star Power” as they activate their Starbucks Rewards app.
With this newfound VIP status, they gain access to exclusive perks not available to non-app users, from priority service to coveted rewards. As customers embrace their ‘Star Power’, they’re empowered to enjoy a new level of premium treatment in their everyday coffee routine.
@starbucksksa
كل ما تحتاجه هو الستارز… والباقي علينا! 🌟 عِش معاملة النجوم مع برنامج مكافآت ستاربكس — استبدل الستارز بمشروبات، مأكولات ومنتجات مجانية. 👌 استبدلها اليوم، واستمتع بالتجربة. 💚 Show up with just your Stars, and you’re all set. 🌟 Get the Star Treatment with Starbucks Rewards — redeem for free beverages, food & merch. 👌 Start redeeming. Start enjoying. 💚
♬ original sound – StarbucksKSA
The campaign will run for 6 months total, broken into four phases.
- Phase 1 (Months 1–3): Awareness and acquisition.
- Phase 2 (Months 3–4): Early nurture and onboarding.
- Phase 3 (Months 4–5): Engagement and bonus promotions.
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Phase 4 (Month 6): Retention and advocacy.
The campaign’s success will be measured on reach, brand recall, new app registrations, app redemptions and increased app engagement from existing user base.
CREDITS:
Client: Alshaya Group – Starbucks Middle East
Rahat Reza – Head of Marketing
Rumaisa Khan – Performance Marketing Manager
Lara Khalifeh – Senior Marketing Manager
Ozge Sener – Marketing Manager
Nour Ismail – Marketing Executive
Mohamed Ghandour – Marketing Executive
Nada Essaoufi – Marketing Executive
Liz Basdermejian – Content Designer
Creative agency: We Are Social
Aurelien Fonteneau – General Manager
Rhia Woodall – Group Account Director
Tala Omar – Account Manager
Yasmin Alaa – Account Manager
Danielle Bedin – Strategy Director
Alex Bianchin – Senior Creative Operations Manager
Christian Gacal – Director & Production Lead
James Young – Associate Creative Director / Art
Jack Rogers – Associate Creative Director / Copy
Nour Mohammed – Senior Creative / Art
Walaa Osman – Senior Designer
Rafael Bergamini – Animator
AbdulHamid Baabde – Video Editor
Media agency: UM MENAT
Nashwa Khalil – Business Director
Timur Akhmerov – Senior Manager
Elyssa El Tawil – Senior Planning Executive
