Coca-cola Print BIG SANTA by Ogilvy & Mather Buenos Aires

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Gaston Bigio, Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Art Director Tomás Lavagno
Copywriter Miguel Dianda
Released December 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Executive Creative Director: Gastón Bigio (Ogilvy & Mather Argentina)
Executive Creative Director: Javier Mentasti (Ogilvy & Mather Argentina)
Executive Creative Director: Maximiliano Maddalena (Ogilvy & Mather Argentina)
Copywriter: Miguel Dianda (Ogilvy & Mather Argentina)
Art Director: Tomás Lavagno (Ogilvy & Mather Argentina)
Head Of Art: Diego Grandi (Ogilvy & Mather Argentina)
Account Manager: Karina Ahielo (Ogilvy & Mather Argentina)
Media placement: Activation - Shopping - 21 December 2011

Describe the objective of the promotion.
Refresh the association between Coca-Cola and the Christmas spirit, especially with parents. Because Coca-Cola knows that the older people get, the less they believe.

Describe how the promotion developed from concept to implementation.
The problem was that we all loved sitting on Santa's laps when we were kids, but when we grew up, we stop believing in the magic of Christmas.

So we thought, if there is always a Santa for kids, how come there’s no Santa for parents?

That’s how we came out with Big Santa, a 7 feet tall Santa exclusively for parents who wanted to live Christmas like children again.

Explain why the method of promotion was most relevant to the product or service.

Coca-Cola is a brand strongly associate with Christmas since it was born. The Christmas communication is one of the biggest opportunities that the brand has both to get in touch with their consumers and to promote the spirit of happiness.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The average traffic of the mall tripled with a simple call to action: more than 26,000 people in 1 day. 600,000 YouTube views in less than a week. We made parents feel like kids again this Christmas.