| Title | THE HAPPINESS FOUR-MULA |
| Brand | THE COCA-COLA COMPANY |
| Product / Service | COCA-COLA |
| Category | A01. Best Use of Screens |
| Entrant | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
| Entrant Company: | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
| Media Agency: | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Yasmin Mallari | The Coca-Cola Export Corp | Imc Director |
| Francis Chua | The Coca-Cola Export Corp | Imc Manager |
| Oyie Pingol | Starcom Mediavest Group Philippines | Aor Director |
| Emman Ordinanza/Tere Abalos | Starcom Mediavest Group Philippines | Assoc. Media Director |
| Fab Chavez/Anna Restauro/Quico Munoz/Hans Ngo | Starcom Mediavest Group Philippines | Media Planner/Buyer |
| Rodel Nace/Krissie Llovido/Lei Delizo/Elsie Hernandez | Starcom Mediavest Group Philippines | Media Assistants |
| Norman Davadilla/Jed Manuel | Starcom Mediavest Group Philippines - Navia | Ooh Director/Ooh Planner |
| Keren Pascual | Kp/Pr/Ems Inc. | |
| Mccann Erikson - Coke Team | Mccann Erikson Philippines | |
| Mrm- Coke Team | Mrm Worldwide |
Our effort to reach out to all teens delivered excellent results. Its TVC had a 99% reach on television and all its efforts generated $528,375.26 USD worth of free press. Digital efforts on Yahoo Mail had 3,077,303 impressions and 17,288 clicks in just two days. Amidst the slow traffic, word quickly spread online as chatter on Coke’s heavy LED presence grew. With this roadblock, Coke’s ‘Spontaneous Ad Awareness’ metric rose 7.30% and its ‘Spontaneous Brand Awareness’ increased by 4.40%. These efforts translated into a 40% increase of daily consumption for Coke-a feat for any brand
Caloy was first introduced through the multi-screen road block tapping TV, Digital, LEDs and Cinema to capture every teen wherever they are or whatever they’re doing. TV has the highest penetration and reach among teens. Caloy used this to announce his decrees through a news intrusion during primetime news programs. Teens in the digital generation live a part of their lives online. He used social media to interact and gather information from teens and these were foundations of his decrees. LEDs aimed to capture teens out and on-the-go. LED’s were used announce and live stream Caloy’s events such as the Concert of the Nation Address and Free Coke Day. Cinema was used to reach out to teens in one of their favorite past times. Caloy took advantage of the Metro Manila Film Festival to reach out to teens during their favorite highest grossing movies.
Coca-Cola’s centennial celebration in the Philippines was a major milestone to be celebrated with all Filipinos. But Coke faced a challenge on how to include Filipino teens given they have grown distant from the brand. With today’s teens having such dynamic lifestyles, they would be online, mobile, on-the-go and multi-tasking. It was hard to determine when and where to connect with them so that they may be included in the year’s celebration and therefore rekindling their relationship with the brand. We appointed an ordinary teen to be the President of Happiness with the duty of creating decrees that teens clamored for. Caloy, the appointed Happiness President, created a Four Screen roadblock tapping the media closest to teens to best connect with them. While his decrees were groundbreaking, his approach was equally historic with the first ever four screen launch in the market.