TRIBUTE TO FASHION by Bcube Milan, STUDIO ROBERTA CIAPPI for Coca-cola

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TRIBUTE TO FASHION

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Industry Soft Drinks
Media Direct marketing
Market Italy
Agency Bcube Milan
Associate Creative Director Michael Engelbrecht
Art Director Daniele Pancetti
Copywriter Pietro Putti, Fabio Andreini – Corrado Cardoni - Micol Talso
Producer Michele Virgilio
Agency STUDIO ROBERTA CIAPPI
Released September 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: COCA-COLA ITALIA
Product/Service: COCA-COLA LIGHT
Agency: BCUBE
Agency: STUDIO ROBERTA CIAPPI
Date of First Appearance: Sep 24 2009 12:00AM
Entrant Company: BCUBE, Milan, ITALY
Chief Executive Officer/Executive Creative Director: Francesco Bozza (BCUBE)
Associate Creative Director: Michael Engelbrecht (BCUBE)
Copywriter: Fabio Andreini (BCUBE)
Copywriter: Pietro Putti (BCUBE)
Art Director: Daniele Pancetti (BCUBE)
Account Director: Raffaello Dell'Anna (BCUBE)
Marketing Director: Cristina Santucci (Coca-Cola Italia)
Creative Exellence Manager: Francesco Cibò (Coca-Cola Italia)
Corporate Identity/Public Affairs & Communication Director: Sara Ranzini (Coca-Cola Italia)
Executive Director: Boaz Rosemberg (Starcom Italia)
Media Director: Elena Bianchi (Starcom Italia)
R/D Strategy Director: Alessio Fattore (Starcom Italia)
Owner/Public Relations & Event Manager: Roberta Ciappi (Studio Roberta Ciappi)
Producer: Michele Virgilio (BCUBE)
Media placement: Branded Event - Fashion Show And Auction - 24/09/2009
Media placement: Genera Interest TV - 30"- 5" Spots - 25/09/2009
Media placement: Pay TV - 30" - 20" Spots - 26/09/2009
Media placement: Music Box TV - 30" - 15" - 10" Spots And 5' Fashion Show Highlights - 25/09/2009
Media placement: Newspaper - Special Formats Outside Back Cover - 25/09/2009
Media placement: Magazines - Attached Branded Booklet - 25/09/2009
Media placement: OOH - Urban Decoration - 28/09/2009
Media placement: Shop-Windows - Shop-Windows Display - 28/09/2009
Media placement: Online - Display And Branded Mini-Site - 04/10/2009
Media placement: Postcards - Pubs And Fitness Center - 04/10/2009

Describe the brief/objective of the direct campaign.
Coca-Cola light needed to refocus its effort on women between 20-44 years of age, and did so using the very fabric of italian women’s heritage: fashion. The brand had dabbled in the fashion world before. After all, nothing is more important to our target audience. Each year, Coca-Cola Light asked a designer to create a sleeve for a run of collectible bottles.But this time, we channeled the spirit of Milan. This would be no traditional marketing campaign. This would be the launch of a fashion collection. And we would fuse high fashion and public art in a spectacle that had never been tried before.

Explain why the creative execution was relevant to the product or service.
The activity should have helped Light to regain its saliency and carve out a clear positioning for the Brand in the mind of the consumer. The initiative should support Brand attributes vs. the core audience of women in the active age groups. Occasional association with a stylist was not enough: Light had to gain credibility as a fashion-related brand with key stakeholders, particularly the press and the designers themselves. Engagement with the Milan Municipality would have been preferable as its authorities are keen in leveraging the city’s reputation as the Capital of Fashion to maintain its foothold in the industry.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We persuaded eight of the world’s top designers to create four slinky sleeves each for our bottles, and we unveiled the collection at a red-carpet event attended by the designers and the world’s press. We dressed woman-size bottles, and showed them on the catwalk. Sotheby’s auctioned them off for charity. And then we turned the collection over to the public. We exhibited giant bottles in prominent locations in Milan. In the windows of major fashion stores. In 2,000 temporary stores of our own across the country. And, extending our extraordinary partnership, in the boutiques of our eight designers themselves.

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.
A million people saw the collection in the streets of Milan. More than a million special edition bottles were sold in stores around Italy, and now they are collectibles auctioned regularly on eBay. More than 70 articles covered our collection, generating 48 million impressions. We raised €100,000 for earthquake victims. We increased brand awareness and purchase intent by 10 percentage points among our target audience of young women, and there was a surge in the numbers calling us “trend-setting”. Which is exactly how you want to be described when you show in Milan.