CHRISTMAS PICCADILLY SIGN by CARLSON MARKETING WORLDWIDE for Coca-cola

Adsarchive » DM , Case study » Coca-cola » CHRISTMAS PICCADILLY SIGN

CHRISTMAS PICCADILLY SIGN

Pin to Collection
Add a note
Industry Soft Drinks
Media Direct marketing, Case study
Market United Kingdom
Agency CARLSON MARKETING WORLDWIDE
Released November 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: CARLSON MARKETING WORLDWIDE
Date of First Appearance: Nov 25 2010
Entrant Company: CARLSON MARKETING WORLDWIDE, London, UNITED KINGDOM
Entry URL: http://www.cokezone.co.uk
Community Manager: Sandra Bahbah (Carlson Marketing)
Media placement: Digital Outdoor - Piccadilly Sign - 25th November 2010

Describe the brief/objective of the direct campaign.
We set out to bring to life an ‘only Coke can do’ idea that:
• Created a digital interaction that bolstered Coca-Cola’s association with Christmas
• Increased Twitter followers and acquired new Coke Zone members
• Increased the brand’s resonance in the online space
• Kept it front of mind through the festive period
• Extended Coca-Cola’s Piccadilly Circus sign’s reach beyond its geographic location
New and existing customers were targeted through word-of-mouth marketing, plus Coca-Cola’s Facebook page, Coke Zone site, e-newsletter, blog, Twitter and the Piccadilly sign. No traditional media was bought to support the activity.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
How do you spread the happiness around the world at Christmas and get a 43% uplift in Twitter followers? Watch this space!

Only Coca-Cola could give consumers the opportunity to tweet a personal Christmas message and see it light up the iconic Piccadilly sign. Given Twitter’s simplicity, reach and accessibility through app or browser, it was the perfect channel to connect consumers with the screen – wherever they happened to be.

Participants simply tweeted their messages to @cokezone. These were moderated and those approved displayed on the sign. Turnaround was generally within 5 minutes, ensuring the immediacy of result from participation.

Explain why the creative execution was relevant to the product or service.
Coca-Cola already benefits from a long-standing association with Christmas.
But achieving cut-through at this time of year is a challenge – and doing something worthwhile enough for people to actively take part in is nigh on impossible.
By tapping into the Christmas spirit of goodwill and giving consumers space to spread the festive happiness on this iconic advertising sign – we put them right at the heart of the activity. And we used the digital engagement platform, Coke Zone, to give it a global reach via live webcam. In effect, we made it possible to wish the whole world a Merry Christmas.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
During 4 weeks, over 5 million people saw the screen (1.2m each week in Piccadilly, with 13,000 more weekly via the Coke Zone website). Over 81,000 Tweeters got involved, and Coke Zone’s Twitter following increased by 43%. Amongst the 935 messages displayed were declarations of love and marriage proposals.

This groundbreaking activity successfully extended Coca-Cola’s footprint within the social media arena and gained exponential value from sites such as Campaign, Brand Republic and Tech Radar, giving extra visibility to the activity. In particular, interaction between Twitter users and @cokezone increased by 300% after a Campaign article was published.