SITUATION
Maxim is a coffee brand with over 40 years of history, known to every Korean. This is precisely why we wanted to increase opportunities to connect with younger generations while also giving our loyal customers a chance to rediscover the brand.
The brand value Maxim pursues is to increase small but meaningful moments of happiness in everyday life through a good cup of coffee. We hoped consumers would directly experience this positive, pleasant feeling and become familiar with the Maxim brand across generations.
While most consumers know Maxim primarily as a coffee mix brand centered around Mocha Gold, Maxim encompasses a diverse range of coffee categories beyond coffee mixes: soluble coffee (granulated coffee), R&G (whole bean coffee), RTD (ready-to-drink coffee beverages), and even its flagship store, Maxim Plant in Itaewon.
Thus, Maxim Coffee Street was conceived to facilitate direct communication with consumers and visitors, and to communicate that Maxim is a master brand offering diverse coffee experiences.
SOLUTION
There was once a warm coffee culture where you could enjoy Maxim coffee anywhere in the alleys. This gradually fading culture was revitalized as the ‘Maxim Coffee Street’ brand experience, allowing Gen Z to participate. Through this, Maxim aimed to instill a new image of the brand among Gen Z and further expand its customer base across age groups.
Under the strategic decision that it was crucial to leave consumers with a pleasant, lingering impression of the essence and heritage of the ‘Maxim’ brand, the intent was to position the brand as one that is always present during small, meaningful moments of happiness, based on empathy for everyday life.
Drawing inspiration from local hip spots and alleyway scenes favored by the Millennials and Gen Z, the brand transformed nostalgic alleyways into experiential spaces. Simply walking through these alleys immersed visitors in the brand, encouraging them to naturally enjoy it. We transformed an entire 2,050㎡ alley into an experiential space, modernizing typical Korean alley shops to create six pop-up stores. Each store served new menu items made with Maxim coffee and custom coffee blends tailored for Gen Z. The alley itself became a massive OOH medium, attracting 128,084 visitors to Maxim Coffee Street. On weekdays, approximately 51% of visitors were in their 20s and 30s, while those in their 40s accounted for 33%.
Furthermore, going beyond simple brand experience, the product was transformed into a ‘character’ favored by the Millennials and Gen Z. This fostered emotional resonance and intimacy with the brand, generating a positive response.
Utilizing the ‘Maxim MyPoint’ application, gamification elements were integrated for the device-savvy generation such as viewing maps, creating 4-panel photos, and completing bingo right from their hands. The exploration of the alley was designed to feel like becoming a character in a game, completing missions.
RESULTS
During the one-month operation period, 128,084 people visited, and 89,207 people sampled coffee. (October 17–November 17, 2024)
Including 297 media reports, 12,045 voluntary posts were uploaded online.
Maxim Coffee Street teaser/main videos recorded 7.1 million views online.
110,000 Instagram posts and voluntary posts, 1,100,000 YouTube views and likes for Maxim Coffee Street-related videos, Maxim product sales increased by 19.59% compared to the same period last year, and new sign-ups for the ‘Maxim MyPoint’ app increased by approximately 25,000.
