By acting in the ‘Active Life’ segment, Coca-Cola follows the ‘Happiness Movement’ rationale, believing that the more people move and get active, the happier they are. This idea suits the brand very well, since it has a creative approach that could only be owned by Coca-Cola: to create a skateboard ramp in its proprietary, exclusive and unmistakable brand. With this unique and original content, Coca-Cola managed to literally bring young people into its brand in a very fun, healthy and contagious way: by encouraging them to skateboard on it. No wonder with the ‘Coca-Cola Billboard Ramp’ hundreds of youths who went to a park in Rio de Janeiro were impacted, millions of positive social impressions were generated in digital media and new billboard ramps will replicate this idea in others cities, states and countries, all over the world.

The location of this brand activation took in consideration two important aspects: it had to be outdoors, perfect for the practice of physical activities and also a spot frequented by a young crowd. To talk to the same target audience in digital media, well-known bloggers were chosen to act as influencers. They all received a special direct mail in the shape of a mini-billboard ramp inviting them to visit the ramp and spread our message. And to reach skateboard supporters, professional skateboarders were invited to inaugurate the ramp and encourage the youths present at the park to join them.

The idea had a great impact on the day of the event when hundreds of youths were surprised by the billboard ramp and encouraged to skateboard. This unprecedented activation carried out by the brand was unquestionably very fun for all who joined it, making the target audience experience in real life the ‘Happiness Movement’ brand concept. Many positive messages were received on social networks and digital media on which the idea had more than 1.2 million social impressions. The ‘Coca-Cola Billboard Ramp’ also received earned media exposure on websites and online media. And all this contributed to Coca-Cola being positively recognized by youths as a brand that promotes a more active life. The success was so great that Coca-Cola wants to replicate this idea in others cities, states and countries, all over the world.