Creative Execution

• Normal handles in the subway cabins were transformed into electric device, which connect with consumers' cell phones in playing interactive games. This technology was first used on handles, which left consumers deep impression and great fun. • 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 widened popularity of Georgia Coffee, as well as established the upright and diligent image of the company.

• 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. • The using of high-tech on handles and cell phones also established a creative and modern image for the company.

• 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.