Cannes Lions

COCA-COLA

MEDIACOM GERMANY, Dusseldorf / COCA-COLA / 2014

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Overview

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Credits

Overview

Execution

First we created desire. We worked with teen idols and YouTube stars and got them to share their excitement with their fans. They helped us make a “Share a Coke” machine, instantly making Coke part of the cool crowd.

Second we activated the 200 million coke bottles already in circulation. Each bottle contained a call to action driving our target to coke.de where they could order personalised bottles. On Coke.de they could discover cool content, including a video of Electro band LASERKRAFT3D that they could personalise and become part of and funny picture memes that they could transform and share.

Additionally, we gave our target the chance to be part of one biggest Germany’s Out Of House advertising site. We turned a 1,000m2 billboard in Berlin into a “walk of names”, allowing everyone to put their name on a bottle and be part of this incredible experience. Including German Chancellor Angela Merkel…

Outcome

We reached 95% of all teenagers in Germany and engaged them to create a campaign delivering 10 million interactions with “Share a Coke” content, including:

750,000 online bottle orders

150,000 individualized music videos

3 million visitors to Coke.de with high share rates

850,000 Interactions on Facebook

5,000 personalised tweets using the #meineCoke hashtag reaching more than 1 million consumers

We put a fizz in Coke’s brand Key Perfomance Indicators:

Biggest increase of Brand Love among teens for more than three years.

Highest level of Brand Identification for the last five years.

Double-digit increases in consumption among teens.

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