COCA SUKI DM, Case study COCA SUKI - The Bonding Pot by Proximity Bangkok

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COCA SUKI - The Bonding Pot

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Industry Fast food, Business equipment & services, Corporate Image
Media Direct marketing, Case study
Market Thailand
Agency Proximity Bangkok
Released February 2013

Awards

AD STARS 2013
Outdoor Finance/Services Gold

Credits & Description

COCA SUKI: The Bonding Pot The World's First Mobile-phone-activated Pot.
Thai culture is a collectivist culture. We like to do things in big groups and eat our meals "family-style," … read more
Category Restaurants & fast food
Client COCA SUKI
Agency BBDO PROXIMITY THAILAND
Country Thailand
Uploaded 19 February, 2013
Credits
Chief Creative Officer
Suthisak Sucharittanonta
Executive Creative Director
Suthisak Sucharittanonta
Creative Director Anuwat Nitipanont
Art Director Anuwat Nitipanont
Art Director Kantapon Metheekul
Copywriter Piyakan Sirichankachorn
Producer sukontha jantawong
Producer Benjawan Sengtee
Group Account Director Thitinut Hirunprueck
Account team Suban Maneemool
Account manager tanyawan wongapichart
Execution
To keep what we have always committed to customers for more than 56 years,“Serves you warmth since 1957”, “The Bonding Pot” is the first device created for bringing back the warm moment of diners. The Bonding Pot does not allow any mobile phone to ruin any moment at the dining table because the meal will stop and the pot will stop cooking if someone takes a mobile out. Diners who chose to enjoy Sukiyaki with the bonding pot got more than warm food but also warm moments which Coca Suki always provide since the first Coca Suki restaurant was founded.

Outcome
We got 92% positive feedback from questionnaires and tremendous earned media to spread the existing of The Bonding Pot by consumers sharing, word of mouth, and public opionion support in news and blogs. Coca Suki gained more sales after launching the bonding pot by 15% with the cost of budget as low as the price of a normal Suki pot. Coca’s mission to “Serves you warmth” gets through and touches customers at their dining table without mobile phones. And customers voiced that meal time experience in Coca Suki restaurant became more fulfilling.

Client Brief Or Objective
Thai culture is a collectivist culture—doing things in big groups and sharing dishes at meals. But nowadays the bonding of this "family-style" dining is being diluted in every restaurant since mobile addiction changed meal time behaviors. People share, chat, play, and update online instead of with the people they are sitting with.The strategy is to make sure everyone recognizes Coca Suki as the only restaurant that provides real quality time for group dining, re-enforcing what it stands for since 1957 as the place that “serves you warmth.” We bring Coca’s existing customers back to their tablemates, without mobile.

Implementation
“Pick one, Tweet or eat?”. We created “The Bonding Pot”, an invention that gets customers out of their online world, bringing them back to the meal. This pot will be activated and cooking only when all members of the meal agree to insert their mobile phones into the activation slot. While the pot is activated, if someone takes their mobile out, the pot will stop cooking. With no mobile in their hands, customers return to the meal and to the people that make each meal valuable. People started bonding at the table again, and meal time is more fulfilling.