Precision marketing is the keyword. Addressing specific target groups from one website was still new territory at the time when the new Coke.de was launched on the Internet. However, it was the key to reaching younger, new target groups more effectively and to increasing their visit frequency to the website. The concept of the innovative campaign platform for Coca-Cola was developed with this in mind.
Exciting content, sweepstakes, and advertising campaigns were combined on one platform, giving users more than one reason to go to coke.de. The option of tailoring contents to the interests of the users increased the website's relevance considerably. And this was without the need for registration. In this way, every user found their individual "Home of Happiness". After all, teenagers are interested in very different things to their parents - A good opportunity for Coca-Cola to tell its stories and build "brand love". All Coca-Cola brand websites were connected by the new platform in such a way that the brand experience was always the same individual experience. A social media stream also showed the latest content from Coke and the Coke community.