From driving product trial to supporting sustainability initiatives, discover how Coca-Cola and other leading brands are using mobile coupons to deliver instant rewards.
Mobile coupons are currently changing the way that brands connect with shoppers, offering flexibility, measurability and a way to meet various campaign objectives.
Unlike traditional printed coupons, mobile coupons offer more than just discounts. They deliver dynamic, targeted rewards and a seamless experience that reaches consumers across their devices—whether online, on the go, or through social media. savi reports that mobile coupons achieve redemption rates eight times higher than printed ones, highlighting their superior effectiveness at activation.
Their strength lies in their versatility. Mobile coupons can be distributed through email, in-store POS, out-of-home advertising, by consumer-care agents, or integrated with influencer and social media marketing. This multi-channel reach allows brands to capture consumer attention at multiple touchpoints, increasing the likelihood of redemption and driving in-store purchases.
Here are some examples of how versatile they can be for meeting objectives:
How mobile coupons revolutionised Gen Z engagement for Coca-Cola
Coca-Cola’s #TakeATaste campaign is a shining example of how mobile coupons can drive product trial and engagement among Gen Z. With their Coca-Cola Zero Sugar product, Coca-Cola faced a challenge: while their original Coca-Cola is well-loved, Coca-Cola Zero Sugar needed to grow its awareness and share among the Gen Z audience.
The solution? A strategic campaign using DOOH advertising, AR, and mobile coupons. Digital billboards featuring Coca-Cola Zero Sugar encouraged passersby to scan a QR code with their smartphones, activating an AR experience that delivered a mobile coupon for a free Coke Zero Sugar redeemable at Tesco stores nationwide. Social media, influencers, and technology were all tied into the campaign, creating a seamless experience for Gen Z.
According to Laura Moon, Senior Marketing Manager at Coca-Cola, “We were thrilled with the #TakeATaste campaign. Our goal was to drive awareness and trial of Coca-Cola Zero Sugar among Gen Z, and mobile coupons were key in achieving that. The immediate connection from seeing an ad to trying the product in-store surpassed all our objectives, especially in driving trial and shifting perceptions.”
Campaign effectiveness
The results of the #TakeATaste campaign exceeded expectations on multiple fronts. Redemption rates for the mobile coupons surpassed benchmarks fivefold, demonstrating the campaign’s resonance with Gen Z consumers. Furthermore, Coca-Cola achieved a remarkable 17-fold increase in like-for-like redemption records and set a new all-time redemption record.
Most importantly, the campaign proved that mobile coupons could significantly influence consumer preferences. A staggering 57% of Gen Z participants who saw the ads said they would choose Coca-Cola Zero Sugar over other carbonated drinks, compared to just 34% of a non-exposed audience. This illustrates how an integrated campaign featuring mobile coupons can shift consumer behaviour and foster brand loyalty among younger consumers.
SMUG Dairy: A mission-driven approach
Mobile coupons aren’t just for established brands like Coca-Cola. Newcomer SMUG Dairy, launched by Kerry Foods, has successfully embraced this strategy to introduce conscious dairy lovers to trial its blended oat-and-dairy milk, which boasts 30% less saturated fat than standard milk. Partnering with savi, SMUG Dairy has rolled out a Tesco-exclusive mobile coupon campaign using mobile coupons to drive product trial and align with its sustainability goals. Working with influencer @ladbaby, the initiative is part of a broader above-the-line campaign spanning TV, VOD, and YouTube amplifying its reach across multiple channels. designed to drive product trials in Tesco stores.
For SMUG Dairy, using mobile couponing to significantly reduce the use of paper, ink, transportation, and waste aligns with its mission to be better for people and planet. “The synergy between our brand values and mobile coupons made them the ideal way to connect with consumers who prioritise health and sustainability while ensuring they don’t have to compromise on taste” said Matthew Cullum, Marketing Lead for SMUG Dairy.
Ellers Farm Distillery: Boosting regional sales with mobile coupons
Yorkshire-based Ellers Farm Distillery is the perfect example of a brand harnessing the power of mobile coupons to fuel targeted regional marketing. Focused on balancing people, planet, and profit, the distillery launched a mobile coupon campaign to encourage sampling of its Dutch Barn Vodka in the north of England. The campaign, advertised on Instagram, Facebook, and through locally distributed flyers, aimed to drive footfall in regional retailers.
Britta McDonald, Head of Off-Trade says, “By using the latest, and more sustainable mobile coupon technology, the campaign aligned perfectly with Dutch Barn’s “Positively Different” tagline, which reflects the brand’s innovative approach - from its eco-friendly distillation processes to its bold advertising featuring our co-owner Ricky Gervais”. This combination of digital and physical outreach not only boosted regional grocery sales but also resonated with the brand’s mission-driven values.
The future: Optimising retail media by mobile coupon
Most recently brands are discovering that mobile coupons represent an untapped opportunity in retail media to drive both engagement and conversion.
By integrating them into the digital touchpoints where consumers are already active – whether on social media, apps, or digital billboards – they create a seamless journey from discovery to purchase. Steve Smith, Chief Commercial Officer at savi says “Mobile coupons bridge the gap between awareness and action, transforming audiences from viewers and into consumers, driving them into store to buy or try. The ability to deliver targeted offers in real-time and track engagement through to redemptions gives brands a new edge in optimising campaign performance and maximising ROI, making mobile coupons a key tool for the future of retail marketing.
What links all of these success stories is the versatility of mobile coupons and their ability to drive activation and redemptions. Whether brands or retailers are looking to increase product trial, reward or compensate loyal customers, or support sustainability initiatives, mobile coupons offer a flexible and measurable tool to achieve goals.
Discover more about mobile coupon campaigns here.
