Coca-Cola – Coke Zone 2009

Agency name: Flourish
Client name: Coca-cola GB
Category: Direct 1:1 Communication

BACKGROUND

Coke Zone is Coca-Cola GB’s groundbreaking digital reward programme. Points codes found on bottles can be collected via an online account and redeemed against unique experiences, must-have gadgets and Coke branded merchandise.

Email is the primary channel used to promote Coke Zone and encourage participation amongst the existing base.

These e-newsletters demonstrate the power of email – when used effectively, to invoke a response from a time-poor, web-savvy and often cynical audience – it also breaks new ground for an FMCG brand, supporting a permission-based platform that directly connects Coke with consumers, engaging them and nudging them to interact with the brand.

Overall:

  • Creative facilitates skim reading, while jump out images, headlines, short punchy copy and prominent and multiple Call To Actions (CTA) invoke a quick and easy response