Coca-cola Design & Branding, Case study, Making of FORMULA COCA-COLA by IVITY BRAND CORP

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FORMULA COCA-COLA

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Industry Soft Drinks
Media Design & Branding, Case study, Making of
Market Portugal
Agency IVITY BRAND CORP
Creative Director Pedro Pires
Art Director Vasco Branco
Copywriter Joao Freitas
Released August 2011

Credits & Description

Category: Best integrated content campaign
Advertiser: COCA-COLA PORTUGAL
Product/Service: COCA-COLA
Agency: IVITY BRAND CORP
Chief Creative Officer: Paulo Rocha (Ivity Brand Corp)
Creative Director: Pedro Pires (Ivity Brand Corp)
Copywriter: João Freitas (Ivity Brand Corp)
Senior Brand Manager: Ines Arnaldo (Ivity Brand Corp)
Senior Brand Manager: Andreia Ferreira (Ivity Brand Corp)
Junior Brand Manager: Ana Martins (Ivity Brand Corp)
Account Director: Vera Rhodes (Ivity Brand Corp)
Artwork: Hugo Botas (Ivity Brand Corp)
Art Director: Vasco Branco (Ivity Brand Corp)
Senior Graphic Designer: Cesária Martins (Ivity Brand Corp)
Graphic Designer: Samuel Simões (Ivity Brand Corp)
Media placement: National TVs - RTP, SIC, TVI - 04th August 2011
Media placement: National Radio - Radio Comercial - 04th August 2011
Media placement: Outdoors & Mupis - Portugal (All Regions) - 04th August 2011

Campaign Description

Effectiveness
Coke needed to conquer the summer and the beaches, regaining the attention of the youngest and renewing the promise of the brand with all the others.
We created the Formula Coca-Cola ‘Carica Campionating’, recovering the traditional Portuguese cap races, with a twist for the bling generation.
We designed a racing circuit with 9 races on 9 different beaches all over Portugal. We created signature cap sponges with racing graphics, build up a racing atmosphere and invited everyone to apply for the races on the internet.
Everyone could not only edit signature sponges online, but also train their abilities on a virtual racetrack we created as a Facebook app.
We communicated everything on TV, outdoors, press, Facebook, site, radio and street brigades.

Implementation
Coke needed to conquer the summer and the beaches, regaining the attention of the youngsters and renewing the promise of the brand with all the others.

Outcome
On the beaches – 1,523 participants and thousands watching, we sample more than 7,000 bottles of coke.
On media – coke was the brand with the best recall in August and Purchase Intent increased 16%.
In just 2 months, we had 30,000 fans on Facebook, from which more than 5,000 personalised their caps online and more than 1,500 played.
We achieved 3rd place in the summer campaigns in the food sector.