A “cool” project: The Coca Cola App
Some months ago, a new university semester began, and a new journey around the world of Marketing had also began. During the #StartUpLab which belongs at the community of AD&PRLab of Panteion University, we started exploring this world as the “Wanderers In Market-land” team.
As the lessons were going by, we were told that each team’s final project presentation would be related to an organization of our choice, after the presentations of the desideratum aim of each company/organization from the people who would give us information about the issue. The challenge that we chose to come up with was the “Coca Cola Project”. What we had to do, was an application for Coca Cola that would be teen-relevant, and in a way that
the brand’s name would not be directly mentioned.
To be more specific, the aim of the company- according to the guidelines of the respondent, is to re-engage teens with Coca Cola brands. So, the application should be multi-thematic and should also have a cool/ youth content with relevant services and offers that would be ideal to attract the target audience, this of the ages between 13–19 years old, and more expanded, the young people aged from 13–24 years old. As i mentioned before, the branding had to be indirect, which means that the name of the app should not include the brand’s name! It should be something both extremely different and cool, as Coca Cola. Except from the increase of the brand love, we also had to generate transactions between the teens through the exclusive and distributive content of the app. The problem that we tried to solve via the creation and design of the app, was the lack of enjoyment and entertainment that teens face nowadays. The whole procedure for creating this application, gave us the chance to re-consider about the way that teens think and act today. But the most important, is that we understood their need for new experiences with the contribution of technology.
For the solution of the problem, we followed a strategy plan that could help our team achieve the aim of the challenge, and win the interest of Coca Cola company.
First of all, we came up with the idea of a virtual game for the app that would be designed in a similar way as the hidden-treasure game, with the difference that in this version of the game, the gamer will be an explorer of his city, and has to follow specific instructions to reach the place in order to gain the prize he/she deserves. The prizes that will be given to each winner are: tickets for live concerts, discount coupons for food at the cooperating companies with Coca Cola, and discount for the tickets of places for fun such as Allou Fun Park. This would be the first category of the app. Generally, we focused on making teenagers act and get out of the house, enjoy themselves with their friends, and have fun, because we believe that the new generation has quit from everything because of the lack of choices and alternative ways to spend time without enough money left in the wallet.
Before the decision of what should the content of the app be, we made a questionnaire that also contributed to the final decision. We framed the questions in the limits of the project and the idea that we had on our minds, so that they would respond to the needs of the research we made. Furthermore, we wanted to check the viability , feasibility and sustainability of the idea, because they are the main factors that are important for the success of the app. The answers that we received from the majority of the respondents were positive, which helped us continue with the main idea that we had, and of course, the teens gave us feedback with their answers. We kept this feedback for the improvement of the whole concept of the app, and this was a key activity for our team, because we believe that we learned a lot from listening the young voices!
During the last 3 months i believe that i came closer to the Marketing field, as this challenge and the #StartUpLab gave me the chance to be involved in a real case of a startup. I suppose that now, i am more familiar with the situation of preparing a professional work for a major company as Coca Cola, and being open in difficult challenges that need meticulous strategy to succeed. Of course, i am really impatient to gain more experiences during the next year of my studies at AD&PRLAB of Panteion University.
- Team Members (Wanderers In Marketland):
Anastasia Pantelaki Ευγενία Μιχαηλίδη diana ts smaro koveou
Thanks to:
