|Title||INTERACTIVE METRO CARRIAGE|
|Product / Service||GEORGIA COFFEE|
|Category||A03. Use of Exhibitions and Installations|
|Entrant||CHEIL Beijing, CHINA|
|Entrant Company||CHEIL Beijing, CHINA|
|Advertising Agency||CHEIL Beijing, CHINA|
|Media Agency||BEIJING POSTERSCOPE ADVERTISING, CHINA|
|Shirley LING||Cheil PengTai||SAD|
|Ciacia HU||Cheil PengTai||Creative Partner|
|Herry YE||Cheil PengTai||GCD|
|Sherry WU||Cheil PengTai||Copy Director|
|Baby GUO||Cheil PengTai||CD|
|Ginger ZHAO||Cheil PengTai||SAD|
|Hausen QIN||Cheil PengTai||CW|
|Daphne CHEN||Cheil PengTai||BD|
|Ody ZHU||Cheil PengTai||AM|
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.
• 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.
• 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.
• 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.__