Coca-cola Print CHEER O METER 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 Javier Mentasti, Maximiliano Maddalena, Christian Camean, Gastón Biggio, Ignacio Ferioli
Creative Director Alejandro Garone, Rodrigo Isaia
Released December 2011

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Executive Creative Director: Gastón Biggio (Ogilvy & Mather Argentina)
Executive Creative Director: Javier Mentasti (Ogilvy & Mather Argentina)
Executive Creative Director: Maximiliano Maddalena (Ogilvy & Mather Argentina)
Head Of Art: Diego Grandi (Ogilvy & Mather Argentina)
Creative Director: Rodrigo Isaia (Ogilvy & Mather Argentina)
Creative Director: Alejandro Garone (Ogilvy & Mather Argentina)
Media placement: Activation - Bar - 20 July 2011
Media placement: Viral video - You Tube - 25 July 2011

Describe the objective of the promotion.
Historically Coca Cola has been the main Sponsor of the Argentinian National Soccer Team. In July 2011, Argentina hosted the Copa America.

With this opportunity we didn’t want to portray Coca Cola with simple branding, we wanted to take it to another level and be a part of something really Argentinian: the endless encouragement for the team.

Describe how the promotion developed from concept to implementation.
The initial concept of encouraging the team turned into an interesting screen. To promote the idea we created a campaign in different social networks where we encouraged the fans to watch the matches of the Argentinian teams through an unusual screen.

Explain why the method of promotion was most relevant to the product or service.
The method of promotion was relevant because we brought to fans' lives a new concept: the Cheer O Meter, a giant outdoor screen that worked with fans cheering, generating a direct interaction between them and the Argentinian national football team. If the fans didn’t cheer, then the image started to fade. The louder they cheered, the better they saw the match.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Through this activation we got the audience to cheer the Argentinian national team, non-stop, during the Copa América 2011. Most importantly, frozen cokes were handed out among the fans to soothe their throats.

The Cheer O Meter will be launched in Brazil, México, Colombia, Chile and Uruguay, during the preliminaries of the Brazil FIFA World Cup 2014.