Coca-cola Case study WE LIKE COCA-COLA VILLAGE by Promarket, Publicis Tel Aviv

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Industry Soft Drinks
Media Case study
Market Israel
Agency Promarket
Designer Raviv Mordoch
Producer Peleg Rapaport
Account Supervisor Guy Avrahami
Agency Publicis Tel Aviv
Creative Director Dudu Dahan
Art Director Bechor Bartur
Copywriter Guy Solomon
Released July 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Date of First Appearance: Jul 11 2010
Entrant Company: THE PROMARKET GROUP, Tel Aviv, ISRAEL
Chief Creative Officer: Yoni Saar (Promarket)
Chief Executive Officer: Yorav Harel (Promarket)
Executive Creative & Strategy: Adi Bruner (Promarket)
Account Supervisor: Guy Avrahami (Promarket)
Producer: Peleg Rapaport (Promarket)
Chief Creative Interactive Officer: Enon Landenberg (E-Dologic)
Creative Director: Dudu Dahan (E-Dologic)
Supervisor: Yogev Reinhold (E-Dologic)
Art Director: Bechor Bartur (E-Dologic)
Copywriter: Guy Solomon (E-Dologic)
Designer: Raviv Mordoch (E-Dologic)
Technology Developer: Ofer Leshem
Cameraman: LAV-Studio
Media placement: TV - Commercial Television Channels - 1.7.2010
Media placement: On Pack - Coca-Cola Products - 1.6.2010
Media placement: Internet - Popular Israeli Sites & FaceBook - 14.6.2010
Describe the objective of the promotion.
Create a connection and an emotional link with Israeli teens while bringing the “Open Happiness” strategy to life. A unique, unforgettable event that identifies the Israeli summer with Coca-Cola, while maintaining Coca-Cola’s position as the number one brand among Israeli teens.
Describe how the promotion developed from concept to implementation.
We created the Coca-Cola Village – a dreamlike vacation village for teens, ages 15-18 only, that brought the Open Happiness strategy to life and made it possible for Israeli teens to live and experience Coca-Cola’s world of happiness. In order to move the experience beyond the borders of the village and involve the hundreds of thousand teens who were unable to come to the village, we created the "like machine"- an RFID microchip capable of collecting the user’s data and transmitting it directly to Facebook and a wristband containing an RFID microchip programmed with the guest's Facebook username and password.
Explain why the method of promotion was most relevant to the product or service.
Coca-Cola Village encompassed the optimism, friendliness, vitality and fun indentified with the brand, made them real in a tangible place that had everything teens need during the summer: loads of friends, a swimming pool, water attractions, parties that last all day, spa, performances, jamming and cinema compounds, horseback riding, food and more.
The "like machines" that were installed at each village attraction and the RFID wristband on each village guest's wrist, created a real-time sharing experience for the guests and their Facebook friends, making it possible to spread Coca-Cola's happiness all over.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Coca-Cola Village is now considered the best and most desirable summer experience for Israeli teenagers. 10,000 teens visited the village, creating more than 350,000 posts, above 500,000 “likes” and several hundred thousand pictures showing unforgettable experiences of happiness. Over the summer, the Coca-Cola happiness buzz spread over the Internet, in the press and on television. Hundreds of thousands of Israeli teens experienced Coca-Cola's "OPEN HAPPINESS" through the eyes of the happy teens who visited the village. Brand measures increased and maintained its status as the most desirable, innovative fun place in Israel.