A new ad technology that uses digital out-of-home (DOOH) advertising to deliver mobile coupons directly to consumers helped Coca-Cola surpass its all-time redemption record by more than 100%.
The new product, Redeem, was created by production studio DOOH.com and martech company Savi UK.
While working on Coca-Cola’s ‘Take a Taste’ campaign, the companies identified a gap in the market, for a product that could effectively combine the wide-reaching nature of digital out-of-home advertising with the measurable results of mobile couponing, to address the age-old problem of low redemption rates for coupons and offers.
‘Redeem allows dynamic DOOH to deliver tailored offers that can direct shoppers to nearest participating retailers, use countdown timers and even quantity of redemptions left to drive engagement — and allow them to download the offer direct to their phone via a mobile coupon via QR code, in an instant’, said Steve Smith, chief commercial officer at Savi UK.
Redeem’s integration of dynamic DOOH content, interactive QR codes, and mobile coupons helped Coca-Cola drive retail footfall and boost sales, but the product has also been designed to help brands establish stronger connections with audiences through interactive experiences.
DOOH.com and Savi’s research had showed a preference for interactive and immersive digital experiences among Gen Z, which was a key target market for Coca-Cola’s ‘Take a Taste’ campaign. And this demographic’s apparent expectation that screens should be interactive helped to shape the development of Redeem.
While the Coca-Cola campaign that spawned Redeem targeted Gen Z, the ad product is for everyone and anyone. ‘Redeem’s design ensures it can adapt to campaigns and appeal across demographics’, said Andrew Newman, CEO at DOOH.com.
The most difficult part of bringing Redeem to life was in ‘the seamless integration of multiple technologies: dynamic DOOH advertising, interactive mobile vouchers, and secure redemption engines’, added Newman. ‘This required close collaboration between teams to ensure the final product was not only robust and effective, but also prioritised an enjoyable consumer experience.’
According to DOOH.com and Savi, the campaign exceeded Coca-Cola’s all-time redemption record by two-and-a-half times , and resulted in a 53% increase in brand consideration, a 37% increase in the likelihood of Gen Z 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.