Coke Zone
Welcome to Coke Zone: where happiness comes in bottles. You can grab it, you can win it – but you’ve got to be in it.
Challenge
Coca-Cola faces an ongoing challenge to retain high-value, VIP consumption households and drive cross-portfolio trial and adoption at key life-stages. And furthermore, any marketing activity needs to integrate into a global loyalty strategy to maximise cost efficiencies.
Strategy
To give thirsty people more reasons to pick up a Coke, rather than another soft drink brand, we offered them a selection of rewards and experiences that only Coca-Cola could deliver.
So we created a ‘lean forward’ CRM/loyalty programme using on-pack codes to engage Coke consumers with prize draws entry, guaranteed rewards and ‘money can’t buy’ experiences. Web and mobile communications channels feed a global insight database, delivering personalised interaction, behaviour-triggered message prompts, segmented email and SMS communication.
Results
Breaking out of the stop-start promotion cycle, Coca-Cola now has an always-on relationship portal for consumers, fusing revenue-driving loyalty, brand immersion and relationship marketing. How refreshing.
- 1,160,000 members
- 9,300,000 visits to date
- More than 9 million codes to date
- No. 1 FMCG website
Figures correct at time of publication
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