SHARE A COKE

Gold Spike
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TitleSHARE A COKE
BrandCOCA-COLA SOUTH PACIFIC
Product / ServiceCOCA-COLA
CategoryA01. Event & Field Marketing
EntrantNAKED COMMUNICATIONS Sydney, AUSTRALIA
Entrant Company:NAKED COMMUNICATIONS Sydney, AUSTRALIA
Sales Promotion/Advertising Agency:NAKED COMMUNICATIONS Sydney, AUSTRALIA

Credits

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

The Brief

The soft-drink market has never been so competitive. ‘Coca-Cola’ needed to adapt, to maintain relevance and its role with 50% of teens and young adults not having enjoyed a ‘Coca-Cola’ in the previous 4 weeks . ‘Coca-Cola’ has always been an integral part of people coming together. But with audiences flocking to digital, 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. We needed to connect in a relevant way, so that they would share a COKE once again.

Describe how the promotion developed from concept to implementation

We added 150 popular Australian names on-pack, inviting all Aussies to ‘Share a COKE’ with Matt, Sarah or Jess during summer 2011. Our communications needed to give people the tools to find, connect and share. Our campaign goal was to achieve mass sharing, however production logistics meant that only 150 names on-pack was practical considering cost implications. This led to a challenge. What about everyone else? We created the 'Coca-Cola Share a COKE’ experience, a touring activation that gave people the opportunity to take home a personalized 200ml can of COKE to share with a mate or loved one.

Describe the success of the promotion with both client and consumer including some quantifiable results

The ‘Share a COKE’ experience set new benchmarks for success: Objective-1: The campaign resulted in; • 5% more people drinking COKE* (despite the wettest summer in 111 years) • 4% volume increase* Objective-2: • Over 376,814 people engaged with our kiosks, 349% over target - including 1 marriage proposal at Westfield Sydney! Objective-3: • Over 1,544 hours of activation, garnering 4,138,559 impressions from shoppers passing the activation • Demand exceeded supply – over 1.5 hour wait times! • Young adult consumption increased significantly, up 7%* • Traffic to our Facebook Page increased 870% The campaign marked a re-energising of a life-long relationship with the world’s most iconic brand. *3MM P4W Consumption Oct-Dec 2011 B3 Survey Australia

Explain why the method of promotion was most relevant to the product or service

‘Coca-Cola’ committed to an ambitious in-mall tour that took three experiential kiosks to 18 Westfield shopping centres for 32 activations across the country. This created mass reach in locations that we knew were relevant for our core teen and young adult audience. The sets opened out to reveal interactive zones and print stations, offering varying levels of participation. To encourage further engagement, Facebook-enabled stations allowed guests to share a virtual COKE can with a friend and play a customized song. The key item however was a personalized COKE can for every guest to share with someone special.