COCA-COLA: MILAN CITY ILLUMINATION

Credits:

Type of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title: ILLUMINA LA CITTÀ DI MILANO
Advertiser/Client: COCA-COLA ITALY
Product/Service: COCA-COLA
Entrant Company: STARCOM ITALIA Milan, ITALY
Media Agency: STARCOM ITALIA Milan, ITALY
Creative Credits
Name Company Position
Barbara Sala Coca-Cola Italy Connections Manager
Alessio Fattore Starcom Italia Strategic Director
Pietro Maestri JWT Italia Chief Creative Director
Bruno Bertelli JWT Italia Deputy Creative Director
Cristiana Boccassini JWT Italia Head of Art
Amedeo Pancella JWT Italia Art Director
Enrico Giraudi JWT Italia Client service director
David Pagnoni JWT Italia Account director
Paola Natellis JWT Italia Account Executive
Details
Results and Effectiveness:
Even amongst the already sparkling Christmas decorations of the city, the tram had an extremely positive impact on passers-by and passengers. Immediate reactions captured on the spot clearly show the deep success that this initiative had in enhancing the overall Christmas atmosphere. Also, due to its public component - as it involved local authorities and the support of their efforts in improving the life and aspect of the city - the action enjoyed a wide resonance and PR support, ranging from publicly expressed commendations from political personalities and the mayor, to press coverage, to word-of-mouth through the population of Milan.
Creative Execution:
In order to illuminate Milan, Coca-Cola has chosen an urban transport icon, the tram - also, supporting the public transport service as a mean of higher security in a traffic-intense part of the year. Historic trams were converted into branded cable-cars of white light, spreading brilliance through the streets and serve as an iconic image for both the advertiser and the city. The cars toured the central area of Milan, spreading its positive message with the further support of actual Santa Clauses on board, distributing branded Christmas gifts at every stop. The Coca-Cola logo was highlighted at the head of the car, associated with holiday wishes from the Municipality. Adding a signal of social responsibility, the project was also engineered using low energy technology. The project was announced in a press conference that also featured prominent Italian political figures including a Minister and the Mayor of Milan.
Insights, Strategy and the Idea:
The 2008 campaign has a new claim "Light up Christmas with a Coca-Cola emotion". The challenge was to revitalize and further amplify "light up" communication code with innovative activations. The insight that sparked the idea was drawn from the fact that media at the time was focusing on urban security concerns following an apparent wave of street crime. Dark winter streets were the symbol of this feeling - and large city administrations were putting a lot of effort into bringing light to their citizens. Coca-Cola could leverage this initiative and add joy and positivity to the initiative, by lighting up an urban vehicle (a tram) in the fashion of the traditional Coke Truck - which would navigate the streets at a peak moment in pedestrian traffic.