Luckin Coffee's silly advertisement is so toxic

From ancient times to the present day,

Human beings' fantasy and passion for space,

Never stop.

Everything related to space.

It's always exciting.

After all, who doesn’t have a dream of going into space?

While we were still wondering what to have for afternoon tea, Luckin Coffee's "Salute to NASA" theme store opened on the first floor of Kunlunhui Center in Beijing.

As China's first space-themed coffee shop, "Luckin Coffee" is really not satisfied with drinking coffee on Earth this time.

This theme store incorporates a large number of space elements with a sense of technology and design.

The space capsule, slide, check-in room, check-in wall for taking photos with astronauts, photo wall, displaying memorable images and stories from the history of human exploration of the universe, as well as aerospace-related exhibits, experience installations, etc., each element is a reason to come!

Interstellar Astronaut

Moon Exploration Photo Wall

It records the representative events and moments in NASA's lunar exploration history. Every small step is a big step for mankind.

Planet Chamber

There is a planet secret room hidden in the coffee shop. Being in it feels like being in the galaxy, and you can also watch NASA's moon exploration short film.

The gorgeous planet chandeliers and the large screen playing starry sky videos create a cool and realistic scene that makes people feel as if they are immersed in the universe and galaxies in seconds.

Space capsule

The space capsule is equipped with NASA's original aircraft models, space suits, commemorative medals, etc., which deeply restore the living environment of astronauts in the space station. There is also a space slide, so you can experience the thrill of sliding!

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At the same time, Luckin has also developed space-themed coffee drinks, Galaxy Sparkling Americano and Meteorite Latte, which are now available in stores nationwide.

Galaxy Sparkling Americano and Meteorite Latte

It also uses fully automatic coffee robots to create a new unmanned retail model.

As long as users place an order through the Luckin Coffee APP or mini program, after the system receives the order, a robotic arm will automatically place the cup, make coffee, and take the cup. No staff operation or assistance is required throughout the process, and real-time monitoring is carried out in the background.

Luckin Coffee NASA theme store fully automatic coffee robot

It’s really cool!

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In order to celebrate the opening of the "Salute to NASA" themed store, luckin changed his style and shot a video advertisement full of funny style.

You can’t imagine how lucky it is to bring a cup of lucky coffee with you when exploring space!

01

The ad is silly, but very memorable

Different from luckin’s previous advertising style, the unexpected change was to launch the Earth.

The short film tells the story of two astronauts:

Nick : Careless and unreliable - the funny guy

Liu Qiang : Calm and unhurried - a master of pretense

The two encountered many problems during their space exploration.

Day 1

Communicator failure

the next day

Cabin air leakage

Day 3

Safety buckle falls off, insufficient oxygen supply

All these "life-threatening" accidents were easily resolved one by one in front of the little blue cup.

This justifies the praise of the advantages of the little blue cup.

①At critical moments, paper cups can also act as "routers" and successfully receive signals.

(I guess this is to cue the deer image design of the brand logo~)

②The patented blue plug prevents spillage and leaks. It really doesn’t leak at all~

③Takeaway service, delivered within 30 minutes!

Although the story is ridiculous, compared with some advertisements that stiffly repeat the advertising lines , this kind of advertisement is light-hearted and interesting, with clear and simple selling points, and is more likely to attract users' favor.

02

Luckin Coffee is really good at cross-border collaboration

Luckin Coffee may be one of the most eye-catching growth stories in the past year.

Since last year, Luckin Coffee has embarked on the road of brand co-branded theme stores.

Luckin Coffee X NetEase Cloud Music

Music-themed coffee shop

Luckin Coffee XQQ

"1999 beta" pop-up store

Luckin x NBA

Theme Cafe

Luckin x WBC Masters

Andrea's Italian Bistro

Luckin Coffee’s brand marketing and promotion methods are probably a textbook case that cannot be replicated!

This time, "luckin coffee" pays tribute to NASA, of course not simply to "go to the sky".

When talking about space, "NASA" is a word that cannot be avoided.

On the one hand , the "NASA" logo is for public use, which saves a lot of copyright fees for brands. Because "NASA" is inclusive and open, and has a high reputation, it would be a waste not to embrace this thigh;

On the other hand , people’s pursuit and obsession with space has made space-related elements bring their own traffic, greatly reducing the resistance to brand promotion.

Being able to cooperate with the largest IP in the universe, "NASA", the theme store "luckin coffee" will soon become a new check-in spot for internet celebrities!

03

The Earth is Too Small, Brands Want to "Go to the Sky"

The last brand to play with astronauts in such a naughty way was Huawei.

Compared with space scene advertising, more hardcore is - space outdoor advertising space .

On January 14 of this year, a Russian aerospace startup called StartRocket announced that it hopes to launch a "space outdoor billboard" into low-Earth orbit above the Earth in 2020.

However, at present, the realization of outdoor advertising space in space still needs time to prove.

It is poverty that limits my imagination.

Looking back at the "luckin coffee" advertisement, doesn't it feel much more approachable and friendly?

#Topic# What do you think of Luckin Coffee’s advertisement?

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