This project is a digital integrated marketing strategy for Costa Coffee, focused on reactivating lapsed users through a combination of emotional personalisation, kiosk efficiency, and gamified loyalty mechanics.

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Rather than treating speed and emotion as opposing values, the campaign reframes fast ordering as an opportunity for emotional recognition. Through the integration of the Costa App, in-store kiosks, and NFC technology, each coffee order becomes a small expressive ritual — fast, personal, and emotionally responsive.

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At the centre of the strategy is the insight that users did not leave Costa because they stopped needing coffee, but because the experience became invisible and interchangeable. By allowing users to express mood, personalise labels, collect emotional reward “beans,” and share moments socially, the campaign transforms everyday transactions into moments of presence and identity.