Challenge:

The beverage category falls under “instant consumption,” which means that impulsive consumption behaviors will occur when consumers feel thirsty. When online and offline price different does not vary, consumers hardly actively purchase beverages online.

Maximize brand exposure and boost sales on e-commerce platforms within a short time frame.

Strategy:

Coca-Cola collaborated with JD.com and created “531 Super Brand Day” to deliver the brand message “At This Golden Moment” as well as a series of creative interactions featuring the spirit of “Enjoy the Fun.”

On May 31, every order through Coca-Cola online vending machine was promised to be delivered within 2 hours by the JD.com delivery crew.

Integrated online and offline cross-media to create interactive campaigns and boost sales.