Coca-cola Print COKETONE by J. Walter Thompson Sao Paulo

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COKETONE

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Roberto Fernandez David
Creative Director Angela Basichetti, Andre Gustavo Soares
Art Director Ricardo Kawano, Angela Bassichetti | Rodrigo Adam | Vitor Veras
Copywriter Ricardo John, Marlon Zanatti, Andre Pallu, Roberto Rezende
Photographer Regis Fernandez
Account Supervisor Luana Ferreira | Camila Curi, Ana Hernandes | Camila Duarte | Felipe Giacon
Released January 2012

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: JWT BRAZIL
Executive Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Creative Director: Gustavo Soares (JWT)
Creative Director: Angela Basichetti (JWT)
Copywriter: Andre Pallu (JWT)
Copywriter: Marlon Zanatti (JWT)
Art Director | Illustration: Guilherme Sakosigue (JWT)
Art Director | Illustration: Christian Faria (JWT)
Art Director: Ricardo Kawano (JWT)
Art Director: Vitor Veras (JWT)
Photographer: Regis Fernandez (JWT)
Account Manager: Fernanda Antonelli (JWT)
Account Supervisor: Ana Hernandes | Camila Duarte | Felipe Giacon (JWT)
Account Supervisor: Luana Ferreira | Camila Curi (JWT)
Planner: Fernand Alphen (JWT)
Planner: Douglas Mello (JWT)
Planner: Gisele Bambace (JWT)
Graphic Producer: Flavio Schaefer | Flavio Colella | Maira Chinaglia (JWT)
Art Buyer: Daniele Pizzo | Renata Sayao | Rubens Angelo (JWT)
Media placement: Ambient - Maresias Beach - 25 January 2012

Describe the objective of the promotion.
To bring the Brand Idea "Open Happiness" to life, we set out to create a musical experience, that would materialize the music and happiness that surrounds everything Coca-Cola does. That gave place to a new musical instrument, the Coketone. It is a xylophone made of Coke bottles.

Describe how the promotion developed from concept to implementation.
After finding the precise amount of Coke per bottle that would give out each of the 7 notes, we posted instructions on Coke's Facebook page. People reacted by posting videos of themselves playing their Coketones. To increase awareness and participation, we built a gigantic version of the Coketone at Maresias Beach, one of the busiest spots during Summer.

Explain why the method of promotion was most relevant to the product or service.
Building a Coketone allows you to play with the product. Tuning it takes a few gulps of each bottle, because it is the amount of liquid left that gives out each note. The association between the product and the objective is impossible to miss. The music made with each Coketone represents all the happiness within every Coke bottle that you open.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 100 videos were posted online during the first 2 weeks the message appeared on facebook. These videos have become viral pieces, travelling the globe in internet speeds that are hard to track down. The Coketone at Maresias Beach was seen and played by over 3,000 people during 2 weekends.