Jamaica Blue needed a bold campaign to launch its new loyalty club, boost repeat coffee purchases, and build a database of engaged customers. The goal was to make loyalty feel exciting, not transactional, and drive foot traffic to stores across Australia.
Coffee drinkers are habitual. but loyalty schemes often fail to create emotional value. We tapped into the ritual of the daily coffee run and positioned loyalty not as a discount, but as a reward for that ritual. We focused on making the experience feel shareable and worth talking about.
Execution
Working as Senior Digital Designer, I led the creative across:
Campaign concepting and copy:
“Free Coffee for Life” as the central hook
“Free Coffee for Life” as the central hook
Motion content for paid social, YouTube and in-store screens
Print and POS design rolled out nationally
Simple sign-up mechanics embedded into the UX
Built looping animations designed to drive attention and action within 3 seconds on mobile
Collaborated with the internal marketing and retail teams for coordinated rollout across digital and physical environments
Results
The campaign exceeded KPIs, increasing loyalty sign-ups by over 40% within the first month
In-store footfall lifted significantly during the campaign window
Social video assets delivered above-average engagement, especially for in-store retargeting
Jamaica Blue adopted the creative framework for future product-led promotions
