Brief Explanation

Reallife simulation of subway cabin was built in Xuhui subway station, Shanghai, together with eye-catching posters, exhibition boards and vending machine, attracted potential consumers. • The fragrance of the coffee and broadcasting in the station attracted passengers from afar. • Once entered the cabin, consumers could use cell phones through Wechat to play the game Pouring Coffee by shaking the special electric handles. • If they fill the bottle within fixed time, they could get free special awards. • Special attractions through visual, smell and sound greatly arouse consumers' activition. • The interesting game and attractive awards like free coffee and coupons all aroused consumers' great interests and attention.

The Brief

• Campaign aims to spread the spirits of Inspiring the World with Champion Spirit, hightlight the leadership of the brand and it's creativity; thus, drive 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. • Some other coffee brands entered Chinese market earlier than Georgia; thus, it's a little bit difficult to find itself a place in the already fixed marketing environment.

Describe the success of the promotion with both client and consumer including some quantifiable results

• Participants over 200 people/ day. • Over 100 people/ day get free coffee or other kinds of awards of Geogia coffee. • Located at busy transactions in the subway, the attractive cabin caught great attention from consumers, increased brand exposure to the largest extent. • Special interactive techonology let consumers become more active; thus, they sent their photos to other social platforms,which could earn extra propagation. • Many consumers expressed that the taste of the coffee was greater than other coffee brands they know. • And the theme of Inspiring the World with Champion Spirit aroused resoundings greatly within target consumers, they'd like to enjoy Georgia coffee while working hard for their own future.

Explain why the method of promotion was most relevant to the product or service

• Reallife simulation of subway cabin was built in Xuhui subway station, Shanghai, together with eye-catching posters, exhibition boards and vending machine, attracted potential consumers. • Further, the fragrance of coffee and broadcast from the station were all quite attractive. • Once they entered the cabin, consumers could use cell phones through Wechat to play the game Pouring Coffee by shaking the handles. • If they fill the bottle within fixed time, they could get special awards. • Consumers got to know more about Geogia Coffee during the process of this interesting experience. • Positive enterprise image was established through the tasty coffee and product motto: Striving for the Best. • This campaign started from 2015.5.23, and lasted till 6.10; almost all the sequences and activities ran according to the original plan.__