GEORGIA MAX COFFEE by PSJ CORPORATION, Tugboat for Georgia

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GEORGIA MAX COFFEE

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market Japan
Agency PSJ CORPORATION
Agency Tugboat
Art Director Kengo Kato
Copywriter Koji Kanzaki
Designer Jun Goto, Takatoshi Miyazaki
Producer Kenji Mitsuhashi
Released February 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: COCA-COLA CENTRAL JAPAN
Product/Service: GEORGIA MAX COFFEE
Agency: TUGBOAT
Agency: PSJ CORPORATION
Date of First Appearance: Feb 19 2010 12:00AM
Entrant Company: TUGBOAT, Tokyo, JAPAN
Art Director: Kengo Kato (Tugboat)
Copywriter: Koji Kanzaki (Dentsu)
Executive Producer: David Elsworth (Coca-Cola Central Japan)
Executive Producer: Ryotaro Yao (Coca-Cola Central Japan)
Producer: Kenji Mitsuhashi (Tugboat)
Designer: Jun Goto (Tugboat)
Designer: Takatoshi Miyazaki (Tugboat)
Media placement: Poster - Toilet Of Hakuba47 ski resort - 19/02/2010

Results and Effectiveness
Creating massive buzz travelling across cyber and mass media (media coverage worth US$850,000). What’s phenomenal is people taking photos with mobile phone to email to friends or uploading on blogs and social media sites, a new word of mouth approach.

Creative Execution
Our proposal was to spread awareness among the core target group and create a buzz. The toilets of these major ski resorts were turned into a snowboarder's view, giving a “MAX” experience in the most unlikely place. We aimed at the users sharing the experience with friends using email and social media sites. The sensational feeling ties in with the attitude of the brand.

Insights, Strategy & the Idea
The brand is an extra sweet, high-energy coffee drink made to boost energy, popular among extreme sports kids. The objective of the campaign was to maximise the presence in the winter market. The brand held ski/snowboard events at major ski resorts in Japan promoting the beverage.