Works » Coca-cola

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Industry Soft Drinks
Media Direct marketing
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Creative Director Javier Mentasti - Christian Cameán, Ignacio Ferioli - Maximiliano Maddalena
Art Director Ignacio Flotta – Nicolás Vara.
Executive Creative Director Gaston Bigio
Released July 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: OGILVY ARGENTINA
Date of First Appearance: Jul 20 2010
Entrant Company: OGILVY ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Gaston Bigio (Ogilvy Argentina)
Head of Art: Jonathan Gurvit (Ogilvy Argentina)
Creative Director: Javier Mentasti (Ogilvy Argentina)
Creative Director: Ignacio Ferioli (Ogilvy Argentina)
Copywriter: Nicolas Vara (Ogilvy Argentina)
Art Director: Ignacio Flotta (Ogilvy Argentina)
General Planning Director: Julieta Rey (Ogilvy Argentina)
Agency Production: Jose Cardelli (Ogilvy Argentina)
Accounts Directors: Karina Aiello/Guadalupe Acuña/Natalia Noya (Ogilvy Argentina)
Production Chief: Marcelo Ramos (Ogilvy Argentina)
Agency Producer: Esteban García Ciraldi (Ogilvy Argentina)
Media placement: Ambient - Theatres Lounges And Malls - 20 Julio 2010

Describe the brief/objective of the direct campaign.
The Coca-Cola Friendship Machine was born to make all the friends of Latin America celebrate Friend’s Day in a very special way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To enjoy and share the 2 for 1 Coke offer, this 3.5 meter tall vending machine required the direct interaction of the friends with the huge structure.

Explain why the creative execution was relevant to the product or service.
For everyone to enjoy a Coke with their friends and take advantage of the special 2 for 1 Coke offer, friends had to cooperate with each other to insert the money into the machine slot.

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.
Thousands of friends in 7 countries of Latin America interacted directly with Coke’s special vending machine to celebrate Friend’s Day. 800 Cokes were sold in 9 hours. That’s 1075% more sales than with a regular vending machine. Thousands of comments on blogs and social networks around the world. With friendship as the must to make it possible.

The Direct marketing titled THE FRIENDSHIP MACHINE was done by Ogilvy & Mather Buenos Aires advertising agency for Coca-cola in Argentina. It was released in Jul 2010.