Results and Effectiveness

The iconic crown billboards situated in the thoroughfares with the high traffic highways of Luzon, Visayas and Mindanao drew media attention and interest shortly after their unveiling. Print, TV social networking sites, blogs and online articles captured the message and featured the execution as the first ‘tansan’ (crown) billboard in the world producing $272,618.00 worth of free coverage. Social networking sites boosted the campaign’s momentum as netizens posted photos of the gigantic roadside structures in their profiles. The ‘tansan’ (crown) Billboard generated 72% savings on the media investment.

Creative Execution

Three incredible ‘tansan’ (crown) billboard structures were unveiled bearing the special insignia of the brand’s 100th year celebration headlined with a simple “thank you” message. Yes, the billboard was made of Coca Cola Crowns. Crowns symbolize the millions of caps opened by Filipinos throughout the brand’s 100 years in the Philippines as with every crown comes generations of stories of unrelenting optimism in the face of the gravest obstacles as well as the most memorable moments of sharing , bonding and coming together with Coca Cola. These crowns were used as the backdrop of select strategic colossal billboards. The special insignia headlined the billboard with a message of thanksgiving for opening happiness. These billboards show Filipinos how each of them form a significant part of the distinctive contour bottle and the brand that has been a familiar part of Filipino live and culture through the years.

Insights, Strategy and the Idea

Despite the current economic uncertainty, the Philippines is a nation of happy and optimistic people. To celebrate its 100th year in the Philippines, Coca-Cola wanted to thank loyal customers for the last 100 years of choosing, believing and embracing happiness – the beverage’s mantra. More than merely symbolizing the brand’s 100-year presence in the Philippines, Coca-Cola wanted to create a meaningful showcase of its brand and appreciation for its loyal customers. The brand thus launch a first-of-its-kind ‘crown’ billboard – a structure that bearing the special insignia of Coke’s 100th year celebrations with a ‘thank you’ message to all local consumers.