MY FAVORITE CAFE - GEORGIA VENDING MACHINE APP

TitleMY FAVORITE CAFE - GEORGIA VENDING MACHINE APP
BrandCOCA-COLA (JAPAN)
Product / ServiceGEORGIA
CategoryA01. Use of Technology
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Credits

Name Company Position
Norifumi Adachi DENTSU INC. Executive Creative Director
Yujiro Kaizawa DENTSU INC. Creative Director
Yasuhiro Tsuchiya DENTSU INC. Planner
Yusaku Wakazono DENTSU INC. Planner
Hokuto Miura DENTSU INC. Planner
Tomokazu Yamamoto DENTSU INC. Copywriter
Ryuta Moniwa DENTSU INC. Copywriter
Yuya Tanaka DENTSU INC. Planner
Mihoko Irie Copywriter
Kosuke Hayashi Pyramid Film Quadra Inc. Agency Producer
Daisuke Kobayashi TYO Inc. ID Division Production Producer
Tetsuya Hashimoto TYO Inc. ID Division Production Producer
Fumio Shiosaka TYO Inc. ID Division Director
Naho Taguchi TYO Inc. ID Division Production Manager
Takaaki Ishizawa Technical Director
Eisaku Miyashita TYO Inc. ID Division Production Producer
Soichiro Kawano TYO Inc. ID Division Production Producer
Masayuki Nakata TYO Inc. ID Division Production Producer
Sou Yamagishi TYO Inc. ID Division Production Manager
Kenji Ichihara TYO Inc. ID Division Production Manager

Creative Execution

Introducing, "My Favorite Cafe - GEORGIA Vending Machine App". Register a vending machine that you regularly visit, and the app becomes a hotline between you and a cafe owner in the vending machine. Users are verified by GPS. The cafe owner will send you a message when you are close to the vending machine. The more you visit the vending machine, the more intimate you become with the cafe owner. Users create an intimate bond with the vending machines as they increase their visits.

After its launch, "GEORGIA Vending Machine App" has seen extraordinary coverage through TV media,and the app itself became number one on the free apps rankings of the iTunes App Store of Japan. According to user survey's, we've found that 68.5% GEORGIA fans feel more attached to the brand than before, 41% visit a nearby vending machine more often. We believe this is proof that we've strengthened our engagement with our loyal fans through this experiment.

GEORGIA, Japan's number one "canned coffee" brand, makes more than 70 percent of its revenue from purchases made by loyal fans through their network of approximately 1 million vending machines nationwide. As competitors face increasing competition GEORGIA is focusing on ways to strengthen the engagement between loyal fans and the vending machines in order to influence their purchasing habits and raise the likelihood of buying a GEORGIA. The idea is to turn vending machines into "your personal favorite cafe around the corner." By utilizing a mobile solution with our vending machine assets, our GEORGIA fans feel even more attached to our brand.

Links

Mobile URL   |   Additional URL 1