Cannes Lions

COCA-COLA

UNIVERSAL McCANN KOREA, Seoul / COCA-COLA / 2008

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Overview

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Credits

Overview

Execution

We added talking handles, all in the shape of Coke bottles to trolleys at four of the biggest hypermarkets in Korea. We arranged for the handles to be triggered at key sites around the store by signal units attached to the ceiling, a market media first.

Once activated the trolley handles would flash and tell the shoppers that “Delicious meals are here. Go and grab the Coca-Cola now!”.The signals were located directly next to the sampling/demonstration area (especially meal to go well with Coke) and acted to remind mums about the special Coke Recipes for Meal Times featured on the TV show. The activity was backed up by recipe cards to enable them to create the menus at home.

Outcome

The talking trolley was the most effective element of the wider campaign, with 62.2% recall and a strong consumer preference for the message. We reached 4m people in a month.

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