Coca-cola DM TV SPOT IN A COCA-COLA BOTTLE by Wunderman Buenos Aires

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Industry Soft Drinks
Media Direct marketing
Market Argentina
Agency Wunderman Buenos Aires
Art Director Alfonso Cornejo Lavin, José Azanza Arias
Released November 2009

Credits & Description

Category: Traffic & Brand Building
Product/Service: COCA-COLA
Date of First Appearance: Dec 1 2009 12:00AM
Entry URL:
General Creative Director: Juan Pablo Manazza (Wunderman Buenos Aires)
General Creative Director: Vane De Matthaeis (Wunderman Buenos Aires)
Art Director: Alfonso Cornejo Lavin (Wunderman Buenos Aires)
Art Director: José Azanza Arias (Wunderman Buenos Aires)
Front End Senior Developer: Javier Corra (Wunderman Buenos Aires)
Operation Director: Miguel De Santis (Wunderman Buenos Aires)
Group Account Director: Victoria Cole (Wunderman Buenos Aires)
Account Director: Sabrina Schlesinger (Wunderman Buenos Aires)
Account Executive: Eliana Kaplan (Wunderman Buenos Aires)
Media placement: Digital TVC Avant Premier - Argentina, Chile, Uruguay & Peru: Coke Site - 01 December 2009

Describe the brief/objective of the direct campaign.
Teens are not interested in traditional media. They don´t pay much attention to it and TV commercials are replaced by other media, they don´t have a privileged place any longer. Coca-Cola´s request was clear: We want them to watch our Christmas commercial! Sell more and increase entries to our website (easy, isn´t it?)

Explain why the creative execution was relevant to the product or service.
Because we transform a Coca-Cola bottle into a new interactive direct media increasing entries to our website

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We launched the commercial but not on TV, we launched it in... the most famous bottle in the world! We put a code of Augmented Reality in all the labels and we asked the consumer to enter a web page, where pointing the code in his/her webcam, they could watch the Christmas commercial 2 weeks before than on TV.

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.
Over 400.000 teenagers (unique users) decided to watch the Christmas commercial through their Coca-Cola bottles, turning the famous bottle into a new direct media, increasing sales a 8%. We don´t know what the future will bring regarding TV but we have already found one.