Media > Sectors
McCANN WORLDGROUP ROMANIA, Bucharest / COCA-COLA / 2017
Overview
Credits
CampaignDescription
Teens are always searching for cool experiences. Experiences they collect, are experiences they are proud of. But with 5 major festivals happening in Romania in the summer of 2017, most teens won’t afford to attend them all. And going to a festival is the hottest thing to do!
The Coca-Cola Festival Bottle: a product innovation that transformed the labels of millions of bottles into access wristbands to the coolest festivals and experiences.
How does it work?
1. Detach the wristband from the label
2. Scan the code with the special app and see if you won
3. Put the wristband on and use it to enter the festival
Execution
The Coca-Cola Festival Bottle: a product innovation that transformed the labels of the Coca-Cola bottles into access wristbands to the coolest festivals and experiences.
8 different designs inspired from teen’s icons & lifestyle, like graffiti, music, and internet culture, were printed on millions of 500 ml and 750 ml Coca-Cola bottle labels.
How does it work?
1. Detach the wristband from the label
2. Scan the code with the special app and see if you won
3. Put the wristband on and use it to enter the festival
The wristband would glue on the wrist, being made from the same plastic material as the regular label, and could be worn for many days during the festivals, or as a memorabilia before and after the events.
The Coca-Cola Festival Bottle could also unlock other surprising music experiences, like offer access to concert backstage, where you could meet the hottest artists.
The campaign started in April 2017, on a national scale.
Outcome
Coca-Cola Festival Bottle campaign broke all the records.
After only one month it had 117.712 unique users and 281,637 entries, and it became the most successful Coca-Cola promo campaign in Romania.
We registered 72% more unique participants than the previous most successful promo activity, outperforming the best promo campaign by 27%.
With no promo-price used, the sales went up +11% vs LY on 500ml and 750 ml bottles.
Coke Scan’s app became 1st app in AppStore Free category & Playstore entertainment category.
Coca-Cola Festival Bottle reached 75% of Romanian teens, gathering 34,256,000 media impressions on all media channels in the first month.
Relevancy
Coca-Cola Festival Bottle is an innovative and integrative media channel, as it provides a true online-offline innovative experience, based on a teen insight: by transforming Coke’s labels from 500 ml bottles, into a festival wristband to access the coolest festivals and extra-experiences through scanning it in a mobile app.
The amplification of Coca-Cola Festival Bottle’s through TV, OOH, radio, dedicated online site & mobile app, in-store, social media, reached 75% of teen, and became the most successful Coke’s promotion in Romania.
Strategy
To reconnect with the teen audience, Coca-Cola wanted to become the ticket to great experiences and reinforce its role as a moment enhancer.
We launched The Coca-Cola Festival Bottle, a product innovation transforming millions Coca-Cola labels into festival wristbands that can offer access to the hottest summer events.
Synopsis
Coca-Cola is the taste of summer. But 40% of Romanian teens were disconnected from the brand and hadn’t tasted a Coke in the last month.
We needed to reconnect with them in the most important time of the year: summertime.
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