Cannes Lions

COCA-COLA

UNIVERSAL McCANN PHILIPPINES, Manila / COCA-COLA / 2004

Presentation Image

Overview

Entries

Credits

Overview

Execution

On television, 'Hottah-Hottah' dancers guested in several show formats that got the hosts, characters, and sports celebrities dancing and singing 'Hottah-Hottah.' Programmes on live location got men on the street dancing and singing.

Nationwide, 174 Hottah-Hottah Raids in teen sweat points (beaches, malls) were conducted and 85 Chillout Spots were invaded. Here, teens participated in dance gimmicks and won prizes. These were captured in 10-second vignettes that aired on the top two television networks.

Outcome

- March-May 2003 sales volumes increased 6.1% vs. same period YA.- Purchase intent with 'Definitely Buy' and 'Worth What it Costs' metrics up vs. YA at 4.4% and 6.4% respectively.

- 95% Awareness, 16.3% over target.

- Image scores vs. YA - Represents the Standard +3.8%. Lifts my spirits +3.6%.

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