The Campaign

Manila is the 8th most polluted Asian City. Its main artery, EDSA, is 3 times more polluted than anywhere in the city. In this environment, how can Coca-Cola launch their CSR program—Live Positively? STRATEGY Less talk, more action. Beyond a billboard that just talks about saving the environment, we created one that actually does its part in solving Manila’s pollution problem. IDEA The Coca-Cola Living Billboard. A billboard made with thousands of Fukien tea plants, each absorbing approximately 46, 800 lbs. of carbon/year. RESULTS Immediate after the launch, Internet buzz erupted with tens of thousands of user-generated posts and instantly landing it on the front-page of a major newspaper. It immediately grabbed international attention through international websites. Earned up to Php 20 million in free media at 1:11.1 ROI.

The Brief

Since 2008, Coca-Cola Philippines is a major corporate partner of WWF in Earth Hour and in helping rehabilitate environments around the country. But not much is known of these efforts. In 2011, Coca-Cola launched a campaign that seek to create awareness among Filipinos on Coca-Cola’s Live Positively and WWF’s core environmental initiative and message through an iconic demonstration of their commitments of positive impacts to the environment. The Living Billboard is Coca-Cola and WWF’s authentic way of engaging environmental conversations with the public.

Results

Immediate after the launch, Internet buzz erupted with tens of thousands of user-generated posts. The billboard instantly landed in the front-page news. It immediately grabbed international attention through international websites - Forbes Huffington Post, Ad Age, Ad Week Ads of the World, AdForum. Earned 20 Million pesos worth of free media at 1:11.1 ROI.

Execution

Living Billboard launched on June 23, 2011. The location where the billboard will be placed is highly strategic to the intent of the execution. Currently located along Northbound EDSA-Forbes. The size of the billboard is a 60 x 60 ft plant billboard. Placement will run for several months. On June 23, 2011, a PR event was conducted on the actual billboard site to support the launch of the Living Billboard. Leading TV/Radio stations and major newspaper were invited to the event. They all witnessed the unveiling of the Living Billboard. Press Kits were distributed to all the media guests. Some strategic placements were also made on Coca-Cola Live Positively website and Facebook account, WWF Facebook account and on selected blogger sites such as www.eddiikarueger.blogspot.com, www.artstopmanila.blogspot.com, www.fashion-compass.com, www.angsawariko.com. These strategic placements further amplified the effort. Local and international write-ups started to pour in the June 24,2011 and went viral after.

The Situation

Coca-Cola Philippines has been operating here in the Philippines for nearly 100 years and have always sought to run the business in a responsible way. But, today, more is required. Social, environmental and economic issues facing the Philippines and the world are more urgent than ever – and it affects everybody. Coca-Cola Philippines is determined to do their part and help address these issues. They do this under the Coca-Cola Live Positively program with initiative to make a positive difference in the environment and community. As symbol of their commitment, Coca-Cola forges a strategic alliance with WWF.

The Strategy

Create a unique, never been done, environmentally pro-active iconic installation that can best showcase the role of Coca-Cola and WWF in providing positive impact to the environment. An installation that people will talk about, think about and inspire action. Understanding the environmental issues in the country was critical to the idea process. After extensive research, pollution was identified as the issue least talked about. The inspiration behind the concept was simple – “Plants convert CO2 to O2. How much can plants convert on a per square foot basis.” Bringing this installation to life required lengthy research and consultation with a botanist. Fukien tea plant was identified as the plant variety to be used. Recycled Coca-Cola plastic bottles were used as pots. Drip-system irrigation was set-up to ensure routine distribution of water to sustain the plants. To ensure impact, the billboard was located along the biggest and congested highway in Manila.