Brief Explanation

Coca-Cola’s Taste the Winter Olympics was open during PCO (2018.02.01-02.26) at Hongdae, a popular hangout spot for Korean youths. In efforts to provide a one-and-only brand experience, each floor was meticulously planned. - 0F: video tunnel and Coca-Cola heritage zone, igniting expectations for PCO - 1F: well-decorated photo zones, reflecting the refreshment available at POP - 2F: mini-Olympic games - 3F: Perfect Serve Bar for ice-cold Coca-Cola (based on FGD finding that Coca-Cola tastes best after sweating from exercising) - 4F: customized bottles with name/photo as memoirs - To top it off, special events were held for special days (e.g. Valentine’s Day). Further, our partnership with 1300K (MD shop) and restaurants allowed people to experience brand assets to a new extent, playing a pivotal role in offering an integrated brand experience. With influencers/celebrities enhancing media/social coverage and visitors sharing their experiences as well, Taste the Winter Olympics quickly went viral.

Execution

With FGD revealing that Korean youths weren’t able to attend PCO due to time and cost, we decided to bring PCO to Seoul by recreating key PCO moments. As soon as visitors stepped into our five-story vending machine, they were immersed into a video tunnel (0F) that made it seem as if they were on their way to PyeongChang. Such virtual travel was furthered by photo zones (1F) that consisted realistic snapshots of winter mountains, ski rental shops, ski jump slopes, athlete locker rooms, and the actual Olympic Torch. Mini-Olympic games (2F) of ice hockey, bobsleigh, and ice breaking also enriched visitors’ experiences with the spirit they would have felt in PyeongChang. Afterwards, ice-cold Coca-Cola servings added a special, final touch to the experience. At Taste the Winter Olympics, Korean youths were able to taste PCO both literally and figuratively, through ice-cold Coca-Cola and the recreated Olympic moments within.