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SHARE A COKE

基本信息
行业: 非酒精饮料
媒体:推广与活动
投放:澳大利亚
风格: Minimalism
说明cnen
Description of Ambient execution
We needed to get Australians to start talking about 'Coke' again, and to start consuming the product, not just the brand. So we printed the 150 most popular Australian names on 'Coke' bottles and invited people all over to re-connect and 'Share a Coke'. And through live stunts and promotional events, including a large-scale interactive billboard, where passers-by could text in a friend's name to see it projected up in lights. And 3 DIY kiosks that toured 18 shopping centres around the country, where fans could get any name they wanted printed on a can - 'Coca-Cola' once more became part of people coming together through the best conversation starter of all - a first name.

Describe the campaign/entry
Despite healthy brand tracking data, 50% of teens and young adults hadn’t enjoyed a ‘Coca-Cola’ in the previous month alone. The objective was to increase consumption amongst the masses while targeting 24-year-olds and get people talking about ‘Coke’. ‘Coca-Cola’ has always been an integral part of people coming together. But with the world flocking to digital space, how we connect needed to change. We had to jump-start some real conversations - with people you may have lost touch with, or were yet to meet. So after 125 years, we tried something new. We printed the 150 most popular Australian names on bottles and invited Australians to ‘Share a Coke’. Each product and communication piece was an invitation to ‘Share a Coke’. We released 25 TVCs featuring real photos of our fans, 150 radio songs for each name, installed an interactive projection over Sydney’s iconic ‘Coca-Cola’ sign where passers-by could text and see a friend’s name up in lights, and DIY kiosks where consumers could get any name printed on a can. And to fuel media buzz and chatter, we seeded named bottles and cans to celebrities. In just 3 short months, volume increased by 4% (despite Australia’s wettest summer since records began 111 years ago), young adult consumption increased 7%, and 5% of Aussies have started to enjoy ‘Coke’ again. We earned 12m media impressions, 242 PR pieces achieved a reach of 14m. We had the most talked about Facebook page, with a traffic increase of 870% and 121m gained impressions. Lastly, 76,000 virtual ‘Coke’ cans were shared and 378,000 extra custom ‘Coke’ cans were printed.

Describe the brief from the client
It became clear through research that the world’s most valuable brand, ‘Coca-Cola’, was losing relevance: •Teens felt ‘Coca-Cola’ wasn’t part of their world anymore. •Young adults saw ‘Coca-Cola’ as predictable. In 2011, our goal was two-fold; 1. Get people to consume the product, not just the brand. 2. Get people talking about ‘Coke’ again. We needed an idea that would make a splash, gets in the papers (in a good way), disrupts and excites. The idea needed to have mass appeal, but our bullseye is 24 year-olds who have not had a ‘Coke’ in the last 4 weeks.

Results
In just 3 short months, we surpassed our wildest expectations: 1. Increased consumption -Volume increased by 4% (despite Australia having its wettest summer since records began 111 years ago). -Young Adult consumption increased 7%. -5% of Aussies have started to enjoy ‘Coke’ again. 2. Got people talking about ‘Coke’ again. -12,020,000 earned media impressions -121m earned impressions on Facebook -242 pieces of PR, equating to a reach of 13,898,593 and earned media value of $497,374 -Traffic on Facebook increased by 870% -The number one most talked about Facebook page in Australia -76,000 virtual ‘Coke’ cans shared -Fan growth of 39% -378,000 custom ‘Coke’ cans printed at local Westfield Malls -And due to popular demand, 50 new names were added on ‘Coke’ bottles, as chosen by the Australian public.

Execution
A week before the official launch, we released these never-before-seen bottles across Australia. The internet instantly blew up with questions. But we kept quiet. Finally, on Australia’s highest rated media weekend, we revealed the 'Share a Coke' campaign across various mediums (TV, OOH, Radio, Digital and Ambient) - including an interactive projection at Sydney’s iconic Kings Cross Coke billboard. Celebrities were also sent unique bottles featuring their name to further build buzz. Australia instantly fell in love. As projected, thousands of requests poured in for more names. But we were ready with kiosks where people could get any name they wanted on a can. Still the requests poured in for more names. So we adapted and released 50 new names after thousands of Australians voted online. Lastly, we asked our fans to share with us their favourite 'Share a Coke' stories, which we then featured on billboards.

The Situation
The soft drink market has never been so competitive. New products, brand extensions and a blurring of traditional category boundaries have increasingly pressured the ‘Coca-Cola’ flagship brand. The consequence: ‘Coca-Cola’ needed to adapt, to maintain relevance and its role across Teens, Young Adults and Household Shoppers. In fact, despite healthy brand tracking data, 50% of teens and young adults hadn’t enjoyed a ‘Coca-Cola’ in the last 4 weeks. Something needed to be done and it needed to resolve the issues the brand was facing.

The Strategy
So after 125 years of putting the same name on every ‘Coke’ bottle, we tried something new: We added 150 popular Australian names on-pack. Our communications needed to act as an invitation to 'Share a COKE' with someone you know (or want to know) giving people the tools to find, connect and share. Knowing that each audience group would engage with the campaign in different ways, we planned tactics ranging from ‘low engagement’ encouraging mass participation, through to ‘highly interactive’ enabling much deeper involvement. We phased the campaign for ultimate success. Understanding that our core teen target would fuel it, Phase 1 allowed them to discover first. Phase 2 created a momentous splash, inviting all Australians to 'Share a Coke', in a highly interactive and social way. Lastly, Phase 3 celebrated with all of Australia the incredible, unique and personal stories of people sharing a ‘Coca-Cola’ over summer.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
平面制作:
客户经理:
客户企划:
制片:
其他职位:Other: Gerry Cyron, Ogilvy & Mather, Sydney
Other: Damian Damjanovski, Ogilvy & Mather, Sydney
Other: Claire McDonald, Ogilvy & Mather, Sydney
Other: Sonia Ebrington, Ogilvy & Mather, Sydney
Other: Ogilvy & Mather, Ogilvy & Mather, Sydney
Other: Ikon, Ikon, Sydney
Other: Naked, Naked, Sydney
Other: Wunderman, Wunderman, Sydney
Other: Urban, Urban, Sydney
Other: Momentum, Momentum, Sydney
Other: One Green Bean, One Green Bean, Sydney
Other: Coca-Cola South Pacific / Coca-Cola Amatil Team, Coca-Cola South Pacific / Coca-Cola Amatil Team, Sydney
Kiosk Manufacturer: Urban
Digital Agency: Wunderman Sydney
Media Agency: Ikon
Account Handler: Suzie Baker, Adam Lee, Vickie Mogensen
Public Relations: One Green Bean
Sales Promotion: Momentum
奖项
戛纳国际创意节 2013
Lion 创意实效
Creative Effectiveness
戛纳国际创意节 2012
金奖 户外
Integrated campaigns led by Outdoor
戛纳国际创意节 2012
银奖 媒介应用
Best Consumer Engagement
戛纳国际创意节 2012
铜奖 直效
Fast Moving Consumer Goods
戛纳国际创意节 2012
铜奖 媒介应用
Best Use of Social Media Marketing
戛纳国际创意节 2012
铜奖 媒介应用
Best Use of Integrated Media
戛纳国际创意节 2012
铜奖 户外
Small Scale Special Solutions
戛纳国际创意节 2012
铜奖 公关活动
Best Use of Social Media
D&AD 2012
年鉴奖 数字广告
Digital Solutions & Use of Social Media

顶尖热评

“和Dave一起分享可乐吧!”“和Mei一起分享可乐吧!”这一活动倡导人们与朋友分享可乐。把150个常用名印在可乐瓶上,打出“与XXX分享可乐”的户外广告,投放有真实粉丝的照片的TVC,甚至创作了带有那150个人名的广告歌……活动成功引起澳大利亚的年轻人对可乐的兴趣,而非仅仅对可口可乐这一品牌有好感。

分享的概念在饮料和零食广告早已不足为奇,亮点在于那150个常用名一下子拉近了和消费者之间的距离。不是可口可乐在呼唤年轻人购买,而是有名有姓的朋友Dave,Mei在呼唤他/她的朋友一起分享。

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