Background
Coca-Cola is iconic but faced a challenge with Coca-Cola Zero Sugar. Despite its excellent taste, Coca-Cola Zero Sugar needed to grow its existing Gen Z audience, who were increasingly trialing emerging brands. The goal was to make Coca-Cola Zero Sugar as loved amongst Gen Z as Original Taste is to its established audience.
The campaign
Coca-Cola needed to make the jump from media prompt to grocery trial short and immediate. They launched the #TakeATaste campaign to drive trial by using a clear innovative strategy that harnessed out-of-home, tech, social media, influencers, and retail to surround Gen Z in layers of communication – all leading to trial. Cutting-edge augmented reality technology allowed users to interact with DOOH through their smartphones, serving savi’s mobile coupon for a free Coca-Cola Zero Sugar in local thousands of Tesco Group and convenience stores nationally.
Watch:
1 in 3 DOOH QR codes scanned redeemed
69% of downloaded coupons redeemed
5 X average redemption benchmarks
57% of Gen Z exposed to campaign would choose Coca-Cola Zero Sugar
A more savi solution
savi handled mobile coupon delivery and redemptions throughout, working with Coca-Cola and their media partners to ensure that the
experience of grabbing a digital bottle right through to a real one was seamless and fun. Our dynamic mobile coupon features when combined with geo-targeted social media posts, influencer content and eye-catching DOOH, supported the wider goal of driving audiences down a frictionless path to product trial.
The Results
The strategy was twofold: using visually captivating media to attract consumers to download a coupon, thus enticing them to trial in-store. Results surpassed benchmarks fivefold, outperforming like-for-like redemption records by an astonishing 17 times, and eclipsing the all-time redemption record by an impressive 2.5 times. Amongst Gen Z a whopping 57% who saw the ads said they would choose Coca-Cola Zero Sugar over other carbonated drinks compared to 34% saying the same amongst a non-exposed audience, showing the effectiveness of the campaign.
