Coca-cola Outdoor, DM, Case study SHARE A COKE by Ogilvy & Mather Sydney

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Industry Soft Drinks
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Direct marketing, Case study
Market Australia
Agency Ogilvy & Mather Sydney
Executive Creative Director Chris Ford
Creative Director Boris Garelja
Art Director Jakub Szymanski, Luke Acret, Liam Hilliar
Copywriter Alex Stainton, Omid Amidi
Strategic Planner Damian Damjanovski
Released June 2012


Cannes Lions 2012
Outdoor Lions Integrated campaigns led by Outdoor Gold
Media Lions Best Consumer Engagement Silver
Media Lions Best Use of Integrated Media Bronze
PR Lions Best Use of Social Media Bronze
Media Lions Best Use of Social Media Marketing Bronze
Direct Lions Fast Moving Consumer Goods Bronze
Outdoor Lions Small Scale Special Solutions Bronze

Credits & Description

Category: Fast Moving Consumer Goods
Product/Service: COCA-COLA
Type of Entry: Product & Service
Category: Fast Moving Consumer Goods
DM/Advertising Agency: OGILVY & MATHER Sydney, AUSTRALIA
Creative Strategy/Idea Development And Content Implementation: (Ogilvy)
Media And Digital Implementation And Investment: (Ikon)
Communications Strategy: (Naked)
Digital Content/Social Strategy And Implementation: (Wunderman)
Experiential: (Urban)
Sales Promotion: (Momentum)
Public Relations: (One Green Bean)
Executive Creative Director: Chris Ford (Ogilvy)
Creative Director: Boris Garelja (Ogilvy)
Innovation Creative Director: Brian Merrifield (Ogilvy)
Planning Director: Gerry Cyron (Ogilvy)
Strategic Planner: Damian Damjanovski (Ogilvy)
Copywriter: Alex Stainton (Ogilvy)
Copywriter: Omid Amidi (Ogilvy)
Art Director: Jakub Szymanski (Ogilvy)
Art Director: Liam Hilliar (Ogilvy)
Art Director: Luke Acret (Ogilvy)
Business Director: Suzie Baker (Ogilvy)
Senior Account Director: Vickie Mogensen (Ogilvy)
Senior TV Producer: Claire McDonald (Ogilvy)
Describe the brief from the client
Despite healthy brand tracking data, 50% of teens and young adults hadn’t enjoyed a Coca-Cola in the previous month. The objective was to increase consumption amongst the masses while targeting 24 year-olds and get people talking about Coke.
Coca-Cola has always been an integral part of people coming together. But with the world flocking to the digital space, how we connect needed to change. We had to jump start some real conversations - with people you may have lost touch with, or were yet to meet.

Creative Execution

By taking the world’s most iconic brand and handing it over the public, we instantly grabbed an entire country’s attention in a way that had never been done before.
The campaign was designed so that both product and communications acted as an invitation to ‘Share a Coke’ with someone you know (or want to know). Whether digitally, interactively or socially, Australians all over had in their hands the tools to find, connect and share with one another.
Thus, with 1 simple tweak to a label, Coke once more became part of people coming together.

Describe the creative solution to the brief/objective.

So after 125 years of putting the same name on every bottle of Coke, we tried something new. We printed the 150 most popular Australian names on Coke bottles and invited Australians to ‘Share a Coke’.
With the campaign engineered to quickly become social currency amongst family and friends, we wanted ‘Share a Coke’ to make a big splash, get in the papers, disrupt and excite, making people sit up and notice Coke. Most importantly, we wanted to increase consumption, getting Australians to consume the product, and not just the brand.

Describe the results in as much detail as possible.

In just the first 3 months of the campaign:
- Volume increased by 4% and young adult consumption increased by 7% - despite the wettest Australian summer since records began 111 years ago.
- 5% of Aussies started enjoying Coca-Cola again (achieved without increasing distribution or discounting heavily).
- 12,020,000 earned media impressions.
- Facebook traffic increased by 870%.
- 121m earned impressions on Facebook
- The No.1 most-talked-about Facebook page in Australia.
- 76,000 virtual Coke cans shared.
- 378,000 custom Coke cans printed at Westfield Malls.