The Campaign

Our target audience was Korean youths – ages 16-29 – who tend to always be under pressure. Focus group discussions revealed that although over 70% wanted to attend, the time and cost required deterred them from doing so. With more than one-fifth of Koreans living in Seoul (far from PyeongChang), we wanted to create a positive retail experience that would motivate PCO participation despite inconveniences. We leveraged Coca-Cola’s most iconic asset, the red vending machine, in transforming a popular youth hangout spot into a promotional retail area. We filled the giant vending machine with PCO-themed ‘Coca-Cola Moments,’ bringing the PCO ambience to Seoul while proving that Coca-Cola is delicious even in the winter. In order to maximize promotional effect, we designed the building façade as the biggest OOH structure. As visitors progressed through the floors and engaged in the fun, interactive contents we provided, they experienced ‘Coca-Cola Moments.’

Creative Execution

In order to transform a building located at Hongdae, a popular hangout spot for Korean youths, into Coca-Cola’s iconic red vending machine, we wrapped the construction frames installed around the 5-story building with special red fabric. While the exterior of the building turned into a giant vending machine embedded with boxed lights (this allowed the structure to function as a giant OOH both day and night), inside the building, each floor was meticulously planned to provide a one-and- only brand experience. i. 0F: video tunnel and Coca-Cola heritage zone, igniting expectations for PCO ii. 1F: well-decorated photo zones, reflecting the refreshment available at POP iii. 2F: mini-Olympic games iv. 3F: Perfect Serve Bar for ice-cold Coca-Cola (FGD found that Coca-Cola tastes best after sweating from exercising) v. 4F: customized bottles with name/photo as memoirs vi. To top it off, special events were held for special days (e.g. Valentine’s Day).

Indication of how successful the outcome was in the market

Sales: In comparison to the previous year, - Overall sales increased by 10%. Due to our One Brand Strategy, Coke Zero experienced the most dramatic increase in sales, by over 60%. - Nearby convenience stores reported that they had to order 4-5 times more than they usually do, as average sales increased by 5,000% (10?500 cans per day). Site Traffic: Despite the entrance policy that required purchase proof of a Coke product, there were 36,063 visitors, far exceeding the original goal of 26,000. Impressions/Response Rate: Our campaign successfully yielded 29K in social media postings and 2.2M in social engagement, far exceeding original goals. Consumer Behavior: In comparison to the previous year, - The number of people who enjoy Coke once a week increased by 3.2% - The number of people who enjoy Coke at least 4 times a week increased by 4.9%.