luckin coffee
“The Cup of Christmas” Customization Campaign

Luckin coffee is a representative of China's coffee brand of new retail experiences. How to better convey the young and interesting image of luckin coffee at 2018 Christmas, let more young consumers know about and associate with luckin coffee?

Young people are eager to be recognized, like to label, but not willing to be defined by others. They like special, exclusive, customized experiences rather than standardized product or services. We give them a chance to define their own Christmas coffee cup.

At the Christmas season, relying on the natural connection between the elk logo and Christmas, luckin coffee is naturally associated with the big theme of Lucky Christmas. luckin coffee joint hands with One Show, the world leading creative and design festival, to launch the Christmas cup design campaign. More than 500 young creatives and designers participated in the event and submitted more than 600 beautiful cup designs, many of them tried luckin coffee for the first time. At the same time, online call for entries was launched via an interactive HTML5 game on social media, more than 1 Million designs were created and shared on WeChat and Weibo, successfully attracting the attention of young users, expanding the brand's volume and driving sales.