Results and Effectiveness

Success exceeded expectations, in the first 3 months of the campaign; 1. Increase consumption • An astonishing 5% of Australians began to drink ‘Coke’ again. • Young Adult consumption increased by 7% (Source: 3MM P4W Consumption Oct-Dec 2011 B3 Survey Australia). • This was achieved without increasing distribution 2. Get people talking about ‘Coke’ again. • We earned a total of 12,020,000 media impressions. • Traffic on our Facebook site increased by 870%. • In Australia, we were the number 1 most talked about Facebook page • 76,000 virtual ‘Coke’ cans were shared and 378,000 ‘Coke’ cans were printed at Westfield Malls across Australia. The campaign marked a re-energising of a life-long relationship with the world’s most iconic brand.

Creative Execution

Before launching, we fuelled buzz and speculation by releasing these never-before-seen ‘Coke’ bottles across Australia. Our campaign launched on Australia’s highest rated media weekend with OOH, digital, 150 name specific radio songs, and 20 crowd-sourced TVCs. An interactive billboard was projected on Sydney’s iconic ‘Coca-Cola’ sign where passers-by could text a friend’s name to see it up in lights. Our Facebook platform allowed consumers to: o Personalize and share virtual ‘Coke’ cans. o Make their own TVC, featuring friends’ pictures. o Share the 150 name specific songs. And to further fuel media hype, personalized ‘Coke’ cans were sent to celebrities. Requests for more names poured in, so kiosks toured Australia where people could personalize a can of ‘Coca-Cola’. The requests continued, we put it to a vote and asked Australians who they wanted to ‘Share a Coke’ with most. After thousands of entries, 50 new names were released.

Insights, Strategy and the Idea

In a soft-drink category that was decreasing by 0.7%, ‘Coca-Cola’ had to increase frequency of consumption. 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. Strategy & Idea: By printing the 150 most popular Australian names on our bottles we reminded Aussies not only of those people currently in their lives, but also people they may have lost touch with, giving them a reason to connect. We invited everyone to ‘Share a Coke’ during summer 2011, with communications encouraging participation, providing people the tools to find, connect and share.