Starbucks' Merlion Bearista takes over the CBD in shiok FOOH campaign

Starbucks Singapore is celebrating all things local for the eighth year in a row with its new "Shiok-Ah-CCino" campaign.

The campaign aims to introduce the coffee-chain's new menu items including the Yuan Yang coffee and lychee strawberry cream drink amongst food items such as a laksa mac and cheese pie, nonya curry chicken prata pie, nasi lemak egg crepe wrap and more. 

As part of the campaign, Starbucks has transformed Singapore's central business district and iconic tourist attractions into a dynamic stage using Fake OOH (FOOH) advertising. 

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In one FOOH video, the Starbucks outlet located near Marina Bay Sands saw the two new drinks landing on its roof. A character named Merlion Bearista is then seen entering the frame, jumping for joy, and heading into the store. 

In another FOOH video, Merlion Bearista erupts from the Singapore River, holding each of the new drinks in its hand. Merlion Berista then splashes water into the screen using its tail. 

"The Starbucks shiok campaign is a heartfelt tribute to Singapore's unique culture, and we're excited to share this delightful taste of home with our customers," said Patrick Kwok, general manager at Starbucks Singapore.

"For a truly shiok experience celebrating the energy and excitement of our vibrant city, the team used cutting edge visual effects, bringing our iconic Merlion Bearista to life as it towers over the bustling Singapore CDB. Shiok campaign is how Starbucks Singapore celebrates all things local with our customers," he added.

The campaign was spearheaded by Starbucks' in-house digital team who leveraged their expertise in visual effects and understanding of the Singapore market. 

In addition to FOOH ads, Starbucks has implemented a 360-degree approach - with social media at the core - for this campaign. Kicking off the campaign were teasers that built anticipation and excitement for the launch of the new menu. 

The coffee chain also engaged followers by sharing user-generated content which featured the new drinks, as well as social media posts which showcased its FOOH ads. 

A key element of the strategy, according to Starbucks Singapore when MARKETING-INTERACTIVE reached out, is its first-ever Shiok campaign preview launch which leveraged partnerships with local influencers to generate genuine and engaging content that resonates with its target audience. 

In addition, the brand said it communicated directly with its Starbucks Rewards members as well as drove excitement in-store with exclusive promotion sand events. 

Currently, the ongoing Starbucks Members's "Mission SHIOKPOSSIBLE" allows members to embrace the local spirit through a 'Truly Singaporean' adventure, said Starbucks Singapore. This includes missions such as receiving 20 bonus stars when a member treats a friend and completing an order via the Starbucks app. Meanwhile, sending an e-gift card, food or drink voucher will earn 10 bonus stars for members. 

On top of that, Starbucks is also providing a 59 cents delivery fee in time for Singapore's National Day. 

FOOH campaigns have been picking up in Singapore as of late. Recently, beauty brand Fenty Beauty took to the skies in its new FOOH campaign to introduce its new soft lit luminous foundation. 

In a video ad seen on TikTok, several bottles of foundation, each coming in different shades, are seen parachuting across Gardens by The Bay, with Singapore's iconic Marina Bay Sands hotel in the background. 

As they float, one of the bottles pumps out product out of its nozzle. The liquid foundation slides down the side of the bottle. 

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