Digital news: Digital choice - Costa

This campaign from Costa for its Frescato drinks is about bringing a taste of summer to your desktop, even as the autumnal rain begins to lash against the office window.

Banners urge you to 'Follow the taste of summer' and announce 'The meltdown is coming'. Once on the microsite, you enter a highly stylised summer landscape - the illustration style of which is reminiscent of Honda's 'Change' campaign, but none the worse for that. In the middle of it all, is a freezer full of blocks of ice containing 'cool Italian prizes' such as a Vespa or pair of shoes.

The visitor is invited to guess how long the blocks will take to melt once the freezer is switched off. Easy-to-find clues are hidden around the site to help you, and searching for them leads you to further product messages.

The site has a light feel to it and is very easy on the eye. It is also easy to navigate, but it does have one dead end - 'this way' and 'that way' buttons remain visible when there is nothing to go to.

I don't think it is a site that will have you glued to your screen, but it is gently persuasive, and I suspect it will garner many return visits, if only to keep an eye on the 'Ice-Cam' that shows the blocks as they melt.

If only Costa could fix the real weather, it would sell an iceberg-worth of Frescato.

Design: Meteorite.


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