A STEP FROM ZERO by Ogilvy & Mather Paris for Coca-cola

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A STEP FROM ZERO

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Industry Soft Drinks
Media Direct marketing
Market France
Agency Ogilvy & Mather Paris
Executive Creative Director Chris Garbutt
Released August 2011

Credits & Description

Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: COCA-COLA COMPANY
Product/Service: COKE ZERO
Agency: OGILVY FRANCE
Executive Creative Director: Chris Garbutt (Ogilvy France)
Head Of Digital/Branded Content: Frederic Levron (Ogilvy France)
Art Directors/Copywriters: Adam Kennedy/Brandon Rochon (Ogilvy France)
Art Directors/Copywriters: Baptiste Clinet/Nicolas Lautier/Florian Bodet (Ogilvy France)
TV Producers/Sound Producer: Caroline Petruccelli/Joanne Laplante/Gwenn Hardouin/Evelyne Callot (Ogilvy France)
Film Director: Greg Brunkalla
Film Director: Nima Nourizadeh
Executive Producers: Mark Pythlik/Frederic Genest/Jim Czarnecki
Production Companies: Stink-Stink Digital New York/Partizan Paris
Music: Music Dealers-All In- Metis/Aynzli Jones/Do That Toe Tappy - James Davis (Ogilvy France)
Ww Managing Director: Philip Heimann (Ogilvy France)
Global Business Director: Tonya Fossey (Ogilvy France)
Account Directors/Supervisors: Ben Messiaen/Anne-Sophie Carbo/Romain Touati/Stanislas Vert/François Phan (Ogilvy France)
Planners: Marc-Antoine Jarry/Hadi Zaba (Ogilvy France)
Vice President Of Global Advertising Strategy And Creative Excellence: Jonathan Mildenhall (Coca-Cola Company)
Global Creative Director: Guy Duncan (Coca-Cola Company)
Global Creative Director: Danielle Henry (Coca-Cola Company)
Group Director/Film/Music Production: Nick Felder (Coca-Cola Company)
Global Digital Brand Manager: Andrew Osterday (Coca-Cola Company)
Global Communications Manager: Miranda Madar (Coca-Cola Company)
Media placement: Website - Online - V1 August 2011 / V2 March 2012
Media placement: Publishing - Standalone Books - February 2012
Media placement: Street Art - Out Of Home - February 2012
Media placement: Documentary / Film - Online - 13 March 2012
Media placement: TV Campaign - TV Channels - Week Of April 23rd 2012
Media placement: Music Video / Film - TV Channels - May 2012
Media placement: Mobile Application - Mobile - May 2012
Media placement: Downloadable Song - Online - May 2012
Media placement: Out Of Home - Out Of Home - Not Yet Launched – Planned For

Describe the brief/objective of the direct campaign.
We wanted to motivate new consumers to contribute to the conversation and engage with Coke Zero. Our ‘Make it Possible’ campaign idea was inspired by Coke Zero’s origins: a brand born out of a belief that anything is possible. The territory of ‘possibilities’ was rich and resonated with young adults today. So we launched a massive brand and user-driven social media experience harnessing the momentum and entertainment value of dance. Coke Zero was going to find someone with a dream in dance that hadn’t yet been made possible and inspire, encourage and help him make it possible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We launched a social media audition to find the next global dance move by partnering with influencers in the dance community. They interacted with submitters in real-time through Facebook, Twitter, YouTube and our online platform. When we found our dancer we helped spread his dance to the world through documentaries, a music video, outdoor, a worldwide tour and an epic TV spot cast from our online community. We expected active participation from at least 5 countries where the LXD were popular and aimed for at least 100 dance submissions. The results went way beyond our expectations.

Explain why the creative execution was relevant to the product or service.
Coke Zero is a young brand born out of the belief it can have great Coke taste AND zero calories. Yet its ambition has always been to move from a great tasting diets & lights brand to a game-changing brand that energises every generation to explore what’s possible. To actually engage with youth, we reversed the usual approach to diffusing content by launching a social media audition and leveraging influencers within the dance community who responded to submitters in real-time across Facebook, Twitter, YouTube and our online platform.

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.
The conversation generated a real one-to-one relationship between consumers and Coke Zero. The LXD personally responded to nearly 50% of dance submissions. 51m people were touched and 192 countries joined the movement. The video content was shared extensively via Twitter, Facebook and Youtube creating 6 months of global online conversation. Our Facebook fan-base grew by 200% and people’s engagement on the website was enormous. Up to 30 minutes were spent on the platform. The story was so inspiring that 21 hours of content has been produced so far. All this was accomplished with a limited media budget of €180,000.