Coca-Cola Shatters Coupon Redemption Record through its Redeem Promotion
Coca-Cola sets new redemption record after partnering with DOOH.com and Savi UK for innovative mobile coupon technology
Coca-Cola has surpassed its redemption record by over 100% through a groundbreaking partnership with production studio DOOH.com and martech company Savi UK. The new product, dubbed Redeem, leverages digital out-of-home (DOOH) advertising to streamline the delivery of mobile coupons directly to shoppers, boosting retail footfall and sales.
DOOH.com and Savi UK identified an untapped market gap during their work on Coca-Cola's 'Take a Taste' campaign. The firms sought a solution that would combine mobile couponing's measurable results with the far-reaching nature of digital out-of-home advertising, addressing the persisting issue of low redemption rates for traditional coupons and offers.
According to Steve Smith, Chief Commercial Officer at Savi UK, Redeem empowers dynamic DOOH to deliver personalized offers to consumers that can direct them to nearby participating retailers, employ countdown timers, and display the number of redemptions left to incentivize participation. Once scanned, consumers can instantly download offers onto their phones using a QR code.
With the seamless integration of dynamic DOOH content, interactive QR codes, and mobile coupons, Redeem helped Coca-Cola drive sales and foot traffic in stores. Furthermore, the product aims to aid brands in building stronger connections with their audience by creating interactive experiences during marketing campaigns.
Research conducted by DOOH.com and Savi suggested a strong preference for immersive digital experiences among Gen Z, Coca-Cola's prime target market for the 'Take a Taste' campaign. This demographic's apparent expectations for screens to be interactive greatly influenced the development of Redeem.
The product is not exclusively designed for Gen Z, and DOOH.com's CEO, Andrew Newman, emphasized its adaptability across various demographics. Newman also highlighted the challenging aspect of merging multiple technologies, including dynamic DOOH advertising, interactive mobile vouchers, and secure redemption engines, which required close collaboration between teams to balance effectiveness, robustness, and an enjoyable consumer experience.
According to DOOH.com and Savi, the Coca-Cola campaign that led to the creation of Redeem resulted in a 53% increase in brand consideration, a 37% increase in Gen Z's likelihood of choosing Coca-Cola Zero Sugar, and a 26% rise in recommendations. It also generated over 400,000 interactions and reached an audience of over 30 million people.
Technology played a pivotal role in this partnership as Coca-Cola utilized innovation from media companies DOOH.com and Savi UK to develop the Redeem product, a combination of digital out-of-home advertising, mobile couponing, and interactive QR codes. Finance was also impacted positively as the successful implementation of Redeem resulted in a 100% increase in Coca-Cola's redemption record, boosting sales and foot traffic in retail stores.
