Coca-cola DM AMPLIFIER by J. Walter Thompson Sao Paulo

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Industry Soft Drinks
Media Direct marketing
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Roberto Fernandez David
Creative Director Mario D’Andrea | Roberto Fernandez | Angela Bassichetti
Art Director Andrea Pissarro, Angela Bassichetti | Rodrigo Adam | Vitor Veras
Copywriter Leandro Pinheiro | João Braga | Fabio Maca
Released May 2013


Cannes Lions 2013
Media Lions Use of Media; Best Use of Print Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Print
Advertiser: COCA-COLA
Product/Service: COCA-COLA FM
Agency: JWT BRAZIL São Paulo, BRAZIL

Cco/Executiave Creative Director: Ricardo John (JWT)
Executive Creative Director: Roberto Fernandez (JWT)
Creative Director: Angela Bassichetti (JWT)
Art Director: Andrea Pissarro (JWT)
Art Director: Rodrigo Adam (JWT)
Copywriter: Leandro Pinheiro (JWT)
Planning: Fernand Alphen/Isabella Mulholland (JWT)
Account Team: Ana Hernandes/Felipe Giacon/Luana Ferreira (JWT)
Media: Aline Moda/Tullio Nicastro/Stella Lopes/Ana Alberine/Fabiana Ramos (JWT)
Art Buyer: Paula Ferrari (JWT)
Graphic Producer: Flávio Schaeffer (JWT)
Mounting: Manoel Cipriano (JWT)
Filmmaker: Regis Fernandez (JWT)
Video Case Editor: Renato Rocha (Monster Films)
Animation And Finishing: Hector Hasegawa (Monster Films)
Sound Producer: Cayto Trivellato (Cabaret)
Locutor: Paris Davies (JWT)

Results and Effectiveness

A simple print ad delivered only to 50,000 subscribers was seen online by more than a million people worldwide in just a few days. It was communicated in over 500 websites and shared thousands of times on social networks. People from all over the world asked why this radio was not available in their country, while others attempted to make their own version of the amplifier by cutting out old magazines.
Downloads of the Coca-Cola.FM app increased by more than 400%. And the $18.000 we invested in the ad turned into more than $350,000 in free media.

Creative Execution

The media worked side-by-side with the creative department during the creative process, looking for the best medium, and the best way to find the most impacting experience that this medium could provide to consumers, by turning the entire magazine, and not simply the ad, into an object of experimentation of our product.
The ad had full integration with the radio app. Just by putting both together it was possible to have the complete experience.

Insights, Strategy and the Idea

Coca-Cola.FM is the music platform developed by Coca-Cola to communicate with consumers, mostly teens between the ages of 12 and 17. This consumer relates to the brand and to the radio’s programming, but the platform was still relatively unknown to them.
The idea was to integrate two different media outlets, using a magazine ad to invite the target to learn about the radio and the user experience in the platform, generating curiosity and experimentation.