OBJECTIVE.
The objective of this project was to promote awareness and convert shoppers into buyers of the new Santury's 果瀑茶 beverage at convenience channels in China. The aim was to leverage O2O (Online-to-Offline) strategies inside the stores, where most of the volume is purchased.

APPROACH.
After analyzing key insights, it became evident that there was a significant opportunity for the brand to leverage offline channels, particularly convenience stores. The approach involved utilizing social media platforms as a starting point for consumer engagement and planning how to seamlessly deploy the strategy in-store. This ensured that the target audience (Chinese 18-24) was impacted and could easily discover the new product. Additionally, retargeting efforts were employed through loyalty programs to encourage repurchasing.  

THE SOLUTION.
The proposal of two types of chillers that could disrupt the target audience on their path to purchase, at the same time creating engagement opportunities, enticing shoppers to participate in an online game by offering discount coupons that could be accessed by scanning the QR code displayed on the equipment’s digital screens.

CREDITS.
Concept designed while I was working at Dass Inc. together with the creative team.