| Title | SHARE A COKE |
| Brand | COCA-COLA SOUTH PACIFIC |
| Product / Service | COCA-COLA |
| Category | A03. Best Use of Outdoor |
| Entrant | NAKED COMMUNICATIONS Sydney, AUSTRALIA |
| Entrant Company: | NAKED COMMUNICATIONS Sydney, AUSTRALIA |
| Advertising Agency: | NAKED COMMUNICATIONS Sydney, AUSTRALIA |
| Media Agency: | IKON COMMUNICATIONS Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Ogilvy | Creative Development And Content Implementation | |
| Ikon Communications | Media And Digital Implementation And Investment | |
| Wunderman | Digital And Social Implementation | |
| Urban | Experiential | |
| Momentum | Sales Promotion | |
| One Green Bean | Public Relations |
Entries exceeded our capacity for each of the 3 event nights with: - 2517 SMS entries over 17 hours. - 1,001 unique names displayed. The ‘Share a Coke’ campaign exceeded all objectives in just the first 3 months of the campaign. Overall: - Sales transactions across bottles and cans of ‘Coke’ grew by 3% and volume increased by 4% - during the wettest Australian summer since records began 111 years ago. - An astonishing 5% of Australians began to drink ‘Coke’ again. - This was achieved without increasing distribution The campaign marked a re-energising of a life-long relationship with the world’s most iconic brand.
We needed to launch our ‘Share a Coke’ campaign with a bang. With activity going live across TV, OOH, Radio and Digital, we needed something spectacular to capture people’s attention - to disrupt, excite and truly interact with our target, encouraging them to share and connect, all thanks to ‘Coke’. The ‘Coca-Cola’ Billboard located in Kings Cross, Sydney (the largest billboard in the Southern Hemisphere and a heritage-listed advertising site) provided the perfect platform. Built in 1976, it was time to bring the iconic site into the interactive age. For three nights over the launch weekend, an interactive billboard was projected onto Sydney’s iconic Kings Cross ‘Coca-Cola’ sign and handed over to the public. Here, passers-by were invited to text and get their friend’s name projected up in lights for everyone to see. They could then MMS friends to share their moment of fame.
In a soft drinks market that had never been so competitive. ‘Coca-Cola’ needed to adapt, to maintain relevance and its role across Teens, Young Adults and Household Shoppers. 50% of teens and young adults hadn’t enjoyed a ‘Coca-Cola’ in the previous 4 weeks . Task: Increase relevancy and encourage consumer engagement, to ensure ‘Coca-Cola’ reclaimed its role as an essential ingredient in connecting with others. Insight: ‘Coca-Cola’ has always been an integral part of people coming together. But with the world flocking to the digital space, how we connect needed to change. Teens felt ‘Coca-Cola’ wasn’t part of their world anymore. It was big, iconic but not as relevant as it once was. Strategy & Idea: By printing the 150 most popular Australian names on our bottles we invited everyone to ‘Share a Coke’ during summer 2011, with communications encouraging participation, providing people the tools to find, connect and share.