Situation

New Coke Zero Arrives with a brand new packaging & taste . Product is healthier refreshment, satisfaction of habit, enjoying the good taste and spending quality time with people. Generally, the personality of New Coke Zero can be categorized as easygoing, ambitious and determined.

Brief

Reach out the right TG and trial trial by enticing the customer

New Coke Zero consumers like to opt for refreshments that are not detrimental to for their overall healthy choices and can adjust well in their diet lifestyle. The occupation demographics of the target audience are diverse in nature as well as the product caters to professionals, students, employees and stay-at-home individuals. The income level of this target audience can be categorized as average, above-average and high-income earners.

Objectives

Making the new COKE-ZERO the #BestCokeEver

Drive Trial

Increase in Brand Love Score

Increase in Sales

Increase in TOM recall

The New Coca-Cola No Sugar arrives with one straight question ,Is it the Best Coke Ever? (an open ended question). We wanted customers to taste it for themselves. The big idea as having the customers TRY IT FIRST : the concept to drive trial by enticing the customer. Impress the audience by adding a unique experience & appeal to the amazing new taste coupled with the new packaging. Three levels of impact experiences

1. Immersion - COKE-ZERO LARGEST VENDIING MACHINE

Memorable captivation ensuring deep recruitment

High engagement

Purpose – built

2. Experience : CINEMAS & MODERN TRADE (using modular setups)

Curated experiences driving deeper connect

Qualified brand engagement

Customized experience

3. Scale : FASHION RETAIL & RESTAURANTS ( using mini setups)

Activities designed for quick connect with target customers

Minimal engagement

Engagement vs experience

Customized at each level for singular objective

Laddering up into deeper connections with brand & product

The primary-target-audience was digital-consumers between the ages of 13-45. The secondary-market is composed of people aged 25-40. The social-classes that this TG belongs to are working, middle and upper-class. These individuals lead a lifestyle of aspirations, explorations and constant-achievements. One distinctive trait that New Coke-Zero consumers have is a healthy-mindset.

In Pakistan, the concept of vending machines had long become monotonous and dull, which is why we made a strategy to take it up to the next level. The biggest twist introduced was the mega size. We created a strategy where the concept of the Largest-Vending-Machine was paired up with an exciting NOD-challenge at the end of which the customer received New Coke-Zero. An additional innovative factor in all of this were the engagement-zones with the vending machine in the form of UGC tools and photo-ops. Customers visited and shared their feedback using the Yes/No concept introduced in the campaign.

#BestCokeEver across 20 cities consisted of an arena space with a leading experience zone i.e. the Largest Vending Machine, attached with multiple-engagement zones that acted as UGC-tools. The setup included three photo-ops. Additionally, an innovative 360-selfie-stand was placed that allowed customers to record content in creative ways. The vending machine created for this activation was 40ft, breaking the previous record.

Coke Zero’s Largest-Vending-Machine incorporated a challenge that customers took before getting sample. The vending-machine-setup let customers take the NOD challenge on an 18ft-wide-screen and receive their New Coke-Zero as a reward. We placed camera’s detecting facial expressions of the customers, projecting them of the wide-screen. Every customer felt rewarded after taking challenge when they received their New Coke-Zero. The screen displayed the name of the customer by saying thank you. A DJ Setup was playing the official New Coke Zero Yes/No track.

By executing Pakistan’s Largest-Vending-Machine, we dispensed over 200,000 physical New Coke-Zero cans while sampling numbers reached about 800,000. Post-activation digital-reach was imprinted by over 5Mil+. Millions of customers shared product-relevant-content across global social-media-platforms i.e. Instagram, Facebook, and TikTok giving the brand exponential digital-reach. #BestCokeEver trended for 2 days on Twitter. Celebrities and thousands of customers visited the setup and contributed to UGC. Multiple media-channels came to the setup voluntarily and gave it national coverage calling it the “best” and “most hyped’ experiential-activation of the year.

Consumer-reviews about the tech-driven unit clearly stated that the consumer is much more evolved and appreciated the brand going a step beyond in developing its equity and generated brand recall. First day of the activity, a boost of 31% was spotted in overall New Coke Zero sales. By the end of the nationwide activation, 26% overall increase in Coke Zero Pakistan Sales was recorded.