Brief Explanation

• Spread the spirits of Inspiring the World with Champion Spirit, highlight the leadership of the brand and it's creativity; thus, drive the tasting and sale to a higher level. • Enlarge the popularity of the brand in frequently-connected media by target consumers(outdoors and Internet). • Bring along tasting and sales on E-commerce and retails. • Enhance cooperation relationships between off-line implement and E-commerce.

Results and Effectiveness

• Participants over 200 people/day. • Over 100 people/day get free coffee or other kinds of awards of Georgia coffee. • Located at busy transactions in the subway, the attractive cabin caught great attention from consumers, increased brand exposure. This precise outdoor spot choosing not only met the needs of grand exposure to the public; but also the needs of getting more attention from target consumers. • Special interactive technology let consumers become more active; thus, sending their photos to other social platforms could earn extra propagation.

Creative Execution

• Underground, as the most important transportation for our potential consumers in working, was chosen as main media. • The normal handles in the cabins were transformed into electric device, which could connect with consumers' cellphones in playing interactive games. In the game, coffee was poured from handle into the bottle in your phone; once the bottle was filled within fixed time, consumers would received a series of numbers to exchange for free coffee beverages. • This interesting game left consumers deep impressions, widened popularity of Geogia Coffee, as well as established the upright and diligent image of the company.

Insights, Strategy and the Idea

• Target audience are city commuters between age of 20-39, with salaries of medium and higher level. • They take buses and underground among different parts of the city, working hard with dreams, striving to success with own diligence and capabilities. • Subways, buses and outdoor advertisements are the most frequently-seen media in their daily lives; they rely heavily on social forums and platforms to get and share information; and interact with their friends. • Millions of people would travel by this station from day to night; thus, it's easier to catch more attention at this busy outdoor spot.