Cannes Lions

ZERO CLUE

OGILVY FRANCE, Paris / COCA-COLA / 2013

Case Film
Case Film
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Overview

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Credits

Overview

Description

Branded Content is such a vast and diverse area that it is hard to consider it as one entity. This is compounded by multiple markets potentially running our work. France and the Nordic countries (in general) are known to have much stricter regulations around Branded Content, while in South America and Asia, there are hardly any restrictions, and as a result, the possibilities for brands are vast. French TV channels don’t allow brands to show the product or reveal its price during advertising slots whereas both are allowed in South America. Brands are much freer to challenge the regular standards and innovate. And even in North America, regulations vary according to the channels. The internet, however, is a much freer place to spread content and is definitely a more attractive way to connect with our consumers in an engaging way.

Execution

We placed a real vending Coke Red vending machine in a boardwalk in sunny Palma De Mallorca. However, we placed our changing color cans in them. We then waited for people to get a can for the stunt to start. Our cameras were set-up in order to have between 3 and 5 angles at all times. Once a person took the can we cued a series of stunts to see what it took for them to taste the difference!

Outcome

With a good percentage of the world not having yet tried Coke Zero, our agency and Coke Zero created a beautifully simple, disruptive idea that got people to try a Coke Zero-- all while having fun over the surprise of realizing it’s the great Coke taste with Zero sugar. As a result, we revolutionized the expected “taste test”-- taking full advantage of new technologies and the viral nature of the speed of social networking; we increased visibility of the great taste of Coke Zero; and, we amazed and delighted consumers around the world. . . as well as the Client.

Our Digital Lab created the technology that turned design into reality - transforming one of The Coca-Cola Company’s most valuable assets into real-time media space for Coke Zero. The can’s transformation and the consumer’s reaction were captured by a hidden-camera, resulting in footage that went viral in its first week, putting “Zero Clue” on AdAge’s Top Ten viral videos chart. Engagement on the ground and on the web resulted in well over 3.1MM views, nearly 6000 shares on FB and over 7266 tweets.

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