Cannes Lions

COCA-COLA

URBAN, Sydney / COCA-COLA / 2012

Film

Overview

Entries

Credits

Overview

Execution

It became clear through research that we needed to increase consumer engagement with our core target groups.And what better way to spark this engagement than using the first name? 150 popular Australian names were added on-pack, inviting all Aussies to ‘Share a Coke’ with Matt, Sarah or Jess during summer 2011. But then we asked ourselves, what about everyone else? The answer? A national mall-based activation that allowed EVERYONE to get their own personalised can of Coke.

Outcome

The campaign set new benchmarks for success:Objective-1:The campaign resulted in:•5% more people drinking COKE* (despite the wettest summer in 111 years)•4% volume increase*Objective-2: •Over 376,814 people engaged with our kiosks, 349% over target, including 1 marriage proposal at Westfield Sydney!Objective-3: •Over 1,544 hours of activation, garnering 4,138,559 impressions from shoppers passing the activation•Demand exceeded supply – over 1.5 hour wait times•Young adult consumption increased significantly during the campaign, increasing 7%*•Traffic to our Facebook Page increased 870%*3MM P4W Consumption Oct-Dec 2011 B3 Survey Australia

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