A STEP FROM ZERO by Ogilvy Paris for Coca-cola

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A STEP FROM ZERO

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Industry Soft Drinks
Media Digital, Interactive & Mobile, Case study
Market France
Agency Ogilvy Paris
Executive Creative Director Chris Garbutt
Released May 2012

Awards

Cannes Lions 2012
Branded content & entertaiment lions Best integrated content campaign Silver
Branded content & entertaiment lions Best use or integration of user-generated content Bronze

Credits & Description

Type of entry: Branded Entertainment
Category: Best integrated content campaign
Advertiser: COCA-COLA COMPANY
Product/Service: COKE ZERO
Agency: OGILVY FRANCE Paris, FRANCE
Advertiser COCA-COLA COMPANY
Product COKE ZERO
Entrant OGILVY FRANCE Paris, FRANCE
Type of Entry: Branded Entertainment
Category: Best integrated content campaign
Title: A STEP FROM ZERO
Advertiser/Client: COCA-COLA COMPANY
Product/Service: COKE ZERO
Entrant Company: OGILVY FRANCE Paris, FRANCE
DM/Advertising Agency: OGILVY FRANCE Paris, FRANCE
Film Director: Greg Brunkalla ()
Music: James Danis/All In/Metis/Music Dealers ()
Executive Producers: Mark Pythlik/Frederic Genest/Jim Czarnecki ()
Film Director: Nima Nourizadeh ()
Production Companies: Stink-Stink Digital New York/Partizan Paris ()
Global Digital Brand Manager: Andrew Osterday (Coca-Cola Company)
Global Creative Director: Danielle Henry (Coca-Cola Company)
Global Creative Director: Guy Ducan (Coca-Cola Company)
Vice Prsident Of Global Advertising Strategy And Creative Excellence: Jonathan Mildenhall (Coca-Cola Company)
Global Communications Manager: Miranda Madar (Coca-Cola Company)
Group Director/Film/Music Production: Nick Felder (Coca-Cola Company)
Art Directors/Copywriters: Adam Kennedy/Brandon Rochon/Johnny Budden (Ogilvy France)
Art Directors/Copywriters: Baptiste Clinet/Nicolas Lautier/Florian Bodet (Ogilvy France)
Account Directors/Supervisors: Ben Messiaen/Anne-Sophie Carbo/Romain Touati/Stanislas Vert/François Phan (Ogilvy France)
TV Producers/Sound Producer: Caroline Petruccelli/Joanne Laplante/Gwenn Hardouin/Evelyne Callot (Ogilvy France)
Executive Creative Director: Chris Garbutt (Ogilvy France)
Head Of Digital/Branded Content: Frederic Levron (Ogilvy France)
WW Managing Director: Philip Heimann (Ogilvy France)
Global Business Director: Tonya Fossey (Ogilvy France)
Describe the campaign/entry
It is our strong point of view that branded entertainment via a digital-centric campaign, which is rooted in social media, is vital for creating global movements. The digital environment is a much freer place to seed and spread content and is definitely a more attractive way to connect with our consumers in an engaging way. This, coupled with the fact that it was our goal to make our experience social at its heart, with the goal of bringing the user in at the outset to act as a driver to building the conversation. Last, as our ultimate objective was to create a global movement, one for which ultimately 192 countries participated, we required an approach that would not be restricted to any given country or regulatory body. A digital-based branded entertainment platform allowed us to achieve this.

Results

The challenge:
Ignite a conversation around possibilities to inspire young people everywhere to take action
The objectives:
- Gain share of heart and mind by inspiring as many people around the world as possible
- Motivate people to contribute to the conversation and engage with Coke Zero
The strategy:
Our 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. Yet the surprising truth we discovered was that greater possibility was potentially paralysing. We asked ourselves: could we inspire and encourage youth to turn their possibilities into realities? Therefore, we launched a massive brand and user-driven social media experience around ‘Make it Possible’. To get it off the ground, it had to be incredibly entertaining - our answer was ‘dance’. By harnessing the momentum and entertainment value of dance, Coke Zero started to not just converse like a lifestyle brand but to move like one too. Our driving principle: every story we share should inspire action.
The execution:
Our challenge was to find someone with a dream in dance that hadn’t yet been made possible. We launched a social media audition, partnered with influencers in the dance community (Jon M. Chu and the famous dance crew The LXD) and drew in hundreds of original dance move submissions from people all around the world. The LXD interacted with submitters in real time. Individuals from 32 countries participated in the online casting, via Facebook, Twitter & YouTube, and our online platform. We found our hero and helped him spread his dance out into the world through documentaries, a music video, outdoor, a worldwide tour - and finally recapped this online journey in a TV spot, which we cast from our online community.


Describe the creative solution to the brief/objective.

Our strategy was to approach the diffusion of the content in a new way that went beyond traditional paid media channels. We decided to leverage existing communities and tap into the power of their already established fan base, as the media. And given our content had the theme of ‘dance’ at its core, we started by partnering with the film director Jon M. Chu and the famous dance crew The LXD to connect with their community of fans who were passionate about dance. We then furthered this circle to influencers and bloggers within the dance community.


Describe the results in as much detail as possible.

51m people were touched, driving 192 countries to join the movement. The video content was shared via Twitter, Facebook, Pinterest and YouTube, and created 6 months of global online conversation. Up to 30 minutes was spent on the platform. The story was so inspiring that 21 hours of content has been produced so far.