Creative Execution

• The normal handles in subway cabins were transformed into electric device, which could connect with consumers' phones in playing interactive games. Coffee was poured from handle into 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 widened popularity of Georgia Coffee, also established the upright and diligent image of the company. • Used on electric handles and cell phone app, this campagin perfectly utilized modern technologies, kept pace with rapid tide of consumers' deep reliance on smart phones.

• 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. • Special interactive techonology let consumers become more active; thus, sending their photos to other social platforms could earn extra propagation for the brand. • Sometimes, the response from the consumers was so heated that our colleagues had to limited the amount of people inside the cabin with the purpose to keep everything in order and prevent any possible damages.

• Nestle and some other coffee brands entered Chinese Market long before; as the Georgia Coffee, although it’s quite mature and successful in overseas markets, it’s still young and naïve in China; thus, it faces fierce competition. Consumers are not familiar with Georgia and some facts about its leading role in selling products worldwide. • Spread the spirits of Inspiring the World with Champion Spirit, hightlight 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.