Challenge

Coca Cola was facing the challenge of connecting with the new generation(age 16-24 core group), who is accustomed to digital interactive and game-like experiential marketing trend in Korea.

Idea

Make a giant vending machine equipped with big screens and a kinect motion sensing technology that enables the target audience to participate in the dance game and get rewarded with free Coca Cola for refreshment.

Result

The viral video showing the campaign has exceeded 2 million views on YouTube. Coke’s Incidence increased to 59.3%. As a result, Coke recorded 9% sales growth while succeeding in refreshing the brand.

16-24 year-olds (the young generation) are stressed out from the pressure to excel at school and to get a job.

W relieved them of their stress by offering them a fun and dynamic brand experience with an interactive digital vending machine.

Make a giant vending machine equipped with big screens and a kinect motion sensing technology that enables the target audience to participate in the dance game and get rewarded with free Coca-Cola for refreshment. Place the machine in the main void of a major multiplex cinema. Provide an unforgettable brand experience to the target audience with the campaign built around participation-brand experience-benefits.

The viral video showing the campaign has exceeded 2 million views on YouTube. It was also raved on major portals such as Naver and Google with more than 100 postings as one of the most successful YouTube campaigns.

Boosted by the successful campaign, Coke’s Incidence increased to 59.3% , up by 3.4ppts year on year, and the Transaction also increased to 38.8%, up by 2.7ppts year on year. As a result, Coke recorded 9% sales growth while succeeding in refreshing the brand.