Cannes Lions
MEDIAEDGE:CIA, Singapore / COCA-COLA / 2004
Overview
Entries
Credits
Execution
The leading youth radio station was selected to co-brand the event to enhance cool credentials. Radio was identifed as the most relevant medium to promote the party, so we developed an integrated on-air strategy that included trailers, DJ ad-libs and radio airplay. The online game was interactive and viral. A contest was created whereby participants had to complete a Chihuahua dance routine simulated by an on-screen character. The viral element encouraged users to challenge friends by email to play the game.
Outcome
The Chihuahua campaign successfully delivered all brand goals – it achieved the highest advertising awareness within Coke’s franchise in 2003; it arrested decline in favourite brand attribute by increasing the rating from 45% in September to 48% in November and purchase/consumption incidence increased by 13%.
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