Coca-Cola – Coke Zone 2009
Agency name: Flourish
Client name: Coca-cola GB
Category: Direct 1:1 Communication
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.
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