McCANN ERICKSON, Madrid / COCA-COLA / 2009
This campaign appeals to our optimism in times of crisis. It is a real story, with absolutely real characters, in which an encounter takes place between two people: Josep, the oldest man in Spain and Aitana, a newborn baby girl. Drawing on his 102 years’ experience, the old man gives her a series of common sense tips, in order to help her engage in life with keenness and excitement because, in spite of the hard times we have to endure, we’re here to be happy.
The campaign has two phases, a warm-up one where we create expectation and intrigue towards the encounter (TV, Internet) and a second phase in which we celebrate the encounter and make everyone take part of it. This was done for TV, Radio, Internet, Outdoor and special actions in maternity hospitals.
This campaign has mobilized people and has gone even further from advertising, obtaining great interest from society. As proof of this, the campaign was mentioned in seven different TV channels, meaning around 45 minutes of talking about the campaign. There were about 48 minutes of radio interviews, 46 press articles in 28 different titles. And on the web there were 49 news on 32 different websites, 90 mentions on Blogs, more than 885,663 visitors on YouTube, 29 fan groups created by people on Facebook and more than 380,000 visitors on Coca-Cola’s microsite with more than 16,900 messages left by the people. Only in Spain these amazing figures have been reached!