How does Coca-Cola TM - one of the world’s biggest and most iconic brands – get teens to feel as though Coke is especially for them?

We pitched an idea so brave it had never been done anywhere in the world; We changed the colour of Coke by launching a new range of limited edition multi -coloured cans that teens could collect, play with and share.

But this was only the start of a ground-breaking social campaign designed to help teens discover a world full of colour.

Before the coloured cans started appearing in-store we worked with celebrities, Instagram stars and teen bands to get people talking about the coloured cans, and to help leak our little secret….

…The coloured cans were, in fact, readable codes.

And these codes gave the audience access to a hidden, colourful world that had been created just for them.

Every possible combination of the six coloured cans was a different code that unlocked unique colourful experiences, games, content and prizes all via image-recognition technology housed within our mobile site.

During the campaign 838,428 codes were unlocked and the experiences were shared with their friends in social media garnering over 47m earned impressions, as well as achieving the no.1 trending hashtag globally for a day.

Over the 5 month campaign period, teen consumption of Coke increased by a staggering 7 percentage points (vs the previous 5 months).

Best of all Coke achieved its goal of reconnecting with a whole new generation of teens.

We transformed teen environments with hand-painted murals, pop-up installations, interactive posters dispensing cans and even a giant arcade game.

We worked with celebrities, Instagram stars and bands to help leak our little secret…

The coloured cans were, in fact, readable codes.

Every possible combination of the six new cans was a different code that unlocked colourful one-off experiences, games and content as well as some unbelievable prizes.

Through world-first image recognition technology housed within our mobile site, teens just had to take a picture of the cans, or any of the ads, to discover this new world of colour.

8.75 million cans were sold - 27% above forecast.

Over the 5 month campaign period, teen consumption of Coke increased by a staggering 7 percentage points (vs the previous 5 months).

838,428 codes were unlocked (800% above target) - not bad when you consider there are only 1.7m teens in Australia!

We garnered over 47m earned impressions on social, as well as the no.1 trending hashtag globally for a day.

By unlocking a world full of colour, Coke achieved its goal of reconnecting with a whole new generation of teens.