Cannes Lions

COCA-COLA

OGILVY & MATHER COLOMBIA, Bogota / COCA-COLA / 2011

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Over the past years, Coca-Cola has been introducing different package innovations in order to increase its market. This year the 250 ml bottle was going to be launched as the “MINI” and under the concept : a little happiness that makes your moments great. This bottle was made for an "on the go" consumption occasion and we needed to launch it with a limited budget.Also during 2010, and the beginning of 2011 Bogota has been under 123 road constructions, making the way back home for our target audience the most tedious moment of their day (people are spending 2 hours a day in traffic jam's; which works out as 42 days in a year).

We wanted to impact nearly 100,000 drivers that use one of the main streets in Bogota,: 15 Av with 85th street.

Our strategy was simple, doing an unconventional sampling delivering some happiness in one of the most stressful moments that people have to suffer every day: traffic jams.We transformed traffic jams into a drive in cinema placing a gigantic cinema screen, 1 minute movies, a radio frequency to transmit the audio; and of course, the new Coca-Cola 250 ml, Popcorn, hot dog and nachos.

Execution

We transformed traffic jams into a drive-in cinema, placing a gigantic cinema screen to play 1 minute movies, with a radio frequency to transmit the audio; and of course, to make this moment great, we gave away lots of the new Coca-Cola 250 ml, popcorn, hot dogs and nachos.

We wanted to impact nearly 100,000 drivers during the rush hour that uses one of the main streets in Bogota,: 15 Av with 85th Street.

Outcome

Our drive in cinema had a U$20.00 investment. We reached nearly 183,332 drivers according to the transit department. Plus we generated an immediate media reaction:National and local TV news broadcasted our action, impacting nearly 9,953,429 people. 3,041,308 people saw our action on Colombia`s main newspapers and magazines days after the event.And nearly 2,500,000 people saw our action through the main social Networks all around the World.

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