Cannes Lions

COCA-COLA ZERO

MEDIACOM GERMANY, Dusseldorf / COCA-COLA / 2010

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Overview

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Credits

Overview

Execution

We negotiated and created exclusive placements of the CCZ TV spots and seamlessly integrated them into the content of relevant programmes targeting our demographic.

To anchor the brand message within the virtual daily life of the comic heroes, the CCZ spot was broadcast in full-length on the TV screen of the cartoon stars (eg. in the virtual living room of the Simpsons). By doing so, we were able to show the full brand message to our target group in a very relevant and engaging way.

The same mechanic was also adopted for the world of Family Guy, American Dad and others. We created fixed cult platforms on Pro7 & VIVA for CCZ with a perfect brand fit. In this way, we got our target audience to engage with CCZ’s brand message.

Outcome

We made Coca-Cola Zero part of the programme and exclusively occupied Homer’s virtual ad break. That grabbed the attention of our target with roaring success for the Coca-Cola Zero brand:- reach of brand message increased by 50%- recall of spot increased by 70%- and we achieved 23 % higher recall versus average TV ad specials

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