Cannes Lions

AMITA MOTION - NON ALCOHOLIC BEVERAGE

McCANN ERICKSON ATHENS / COCA-COLA / 2004

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Overview

Entries

Credits

OVERVIEW

Execution

A total of four different executions were created: for romantic, action and Greek (two versions) movies. A few more executions were created to be used as ‘TV commercial break enders’, thus ensuring the most coveted spot in a commercial break.

Outcome

Increased Share of Voice of total Amita Motion vs previous year by 23%. Maximised preferential placement index to 198 (scale 1-200). Achieved a total discount of 49% compared to 38% of regular spot buying. Maximised the average rating of total campaign by 50%.

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