Espresso House
Espresso House was founded in 1996 by the couple Charles and Elisabet Asker, when they opened their first coffee shop in southern Sweden. Espresso House is now the leading premium coffee shop brand in the Nordics with 500 coffee shops across Sweden, Norway, Finland, Denmark and Germany.
Extrordinary impact from driving creative excellence
More members than our target since campaign launch:
Cost-per-Acquisition (CPA) since campaign launch:
Number of days as #1 in App Store’s Food & Drink category during the campaign’s first month:
Background
Espresso House was introducing a major overhaul of their loyalty program Fika Club*, including a refresh of their app.
Twigeo was entrusted with the mission to develop a creative strategy, managing all creative aspects to launch the loyalty program across Northern Europe via digital channels. To increase the Fika Club member base and sales, we needed a content strategy that answered the audience’s question: What’s in it for me?
The tangible? The app offered great perks, such as free coffee and other rewards. The intangible? The app would allow you to enjoy meaningful moments of joy through the Nordic warmth of Fika, courtesy of Espresso House.
*Fika (verb & noun) is a Swedish word, and above all relaxing and enjoying social connection with family, friends or colleagues, always including pastries and coffee.
What was the main challenge?
Twigeo needed to distinctly promote a discount offer to stand out in a crowded market, while simultaneously
translating the culturally specific concept of “Fika” for a diverse, international audience. Last but not least, this needed to be done with a limited creative budget and media budget.
How did we manage to overcome it?
We knew Espresso House was not just about serving coffee and pastries, it was about serving moments of connection, relaxation, and joy.
In this sea of sameness, we needed to intrigue, engage, and make people smile. That’s why we introduced the provocative idea “The F*** Club”, a playful twist on the word Fika, with the goal of cutting through the noise and catching attention. The asterisks aren’t just a gimmick; they’re an invitation to curiosity, a nod to the joy of anticipation. This idea isn’t just about a coffee loyalty program, it’s about redefining how we experience Fika, one smile, one guess, one moment at a time.
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