Diet Coke teamed up with the Readly magazine as part of an IMC centred around the idea: "take a break". Consumers who purchased a product with campaign packaging were encouraged to redeem two weeks free trial of the Readly magazine app. A site was required for users to enter the code marked on the product in order to receive a Readly voucher.
User Flow // Screen design // Email design // Programmatic asset design
Laying out the user flow for the promotion helped map out the screens that would need to be designed and what information would be needed to present on those pages. Icons representing site pages were included to better communicate the flow.
The in-browser authoring environment was made up of out-the-box components to select in order to compose a page. Knowledge of what was achievable was integral for building layouts that were simple for the authoring team to configure. The selection of components suggested needed to be demonstrated for approval. A live working demo was built by the team and shared with markets for them to see how the page would look and feel in browser.
Jumping straight into screen design rather than moving into wireframes was a decision taken due to tight deadlines for the project. The VIS for the campaign had already been finalised which made it easier to mock up the pages quickly for demonstrative purposes.
Various emails needed to be designed as part of this activation. These emails needed to include specific communications depending on the role of the email; the first batch needed to include the voucher code, whereas others were needed for the post campaign prize draw entry into the campaign.
PROGRAMMATIC ASSET DESIGN
Awareness for this campaign was distributed through a variety of channels. The design of the programmatic assets were created alongside the web work. The CTAs were linked to the Coke x Ready homepage.