MOVE TO THE BEAT by MOVEMENT London for Coca-cola

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MOVE TO THE BEAT

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market United Kingdom
Agency MOVEMENT London
Creative Director Mark Freeman, Tim Ash
Copywriter Rachel Butterworth
Creative Leigh Pearce
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Best Integrated Campaign Led by Mobile Bronze

Credits & Description

Type of entry: Best Integrated Campaign Led by Mobile
Category: Best Integrated Campaign Led by Mobile
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: MOVEMENT London, UNITED KINGDOM
Advertiser COCA-COLA
Product COCA-COLA
Entrant MOVEMENT London, UNITED KINGDOM
Type of Entry: Best Integrated Campaign Led by Mobile
Category: Best Integrated Campaign Led by Mobile
Title: MOVE TO THE BEAT
Advertiser/Client: COCA-COLA
Product/Service: COCA-COLA
Entrant Company: MOVEMENT London, UNITED KINGDOM
DM/Advertising Agency: MOVEMENT London, UNITED KINGDOM

Creative Director: Mark Freeman (Movement)
Creative Director: Tim Ash (Movement)
Account Director: Sarah Cantillon (Movement)
Technical Director: David Boddington (Movement)
Creative: Leigh Pearce (Movement)
Account Manager: Will Hossner (Movement)
Copywriter: Rachel Butterworth (Movement)
Group Director/Global Connections: Tom Daly (The Coca-Cola Company)
Mobile Brand Strategy/Global Connections: Kim Siler (The Coca-Cola Company)

Brief Explanation
To help make their sponsorship of The Olympics Games more relevant to teens, Coca-Cola decided to show a different, more social side to the Olympics by creating an anthem out of the sounds of sport – and inviting the audience to Move To The Beat Of London 2012.

Music producer Mark Ronson was commissioned to make the track, and was filmed for a documentary as he travelled round the world meeting athletes and recording the sounds of their training.

This footage was first broadcast in February 2012, and then episodically shared online in the run-up to the London 2012 Olympic Games.

The mobile phone was pivotal to all of this activity – a first for Coca-Cola. The device connected teenagers around the world to join in and get involved.

A huge SMS program let teens connect with the athletes and the artists, sending them fascinating facts, new and exclusive content, driving them to content online and offline.

A state-of-the-art mobile website acted as a companion to the documentary, letting teenagers watch behind the scenes footage and download gorgeous wallpapers and ringtones made from the sounds of their favourite athletes.

And an incredible app invited teens to get creative on their own beats made from their own movements. They could also mash up their beats online, with beats that other teens have made, to be part of the biggest musical collaboration in history.

The activity launched close to the deadline, so we don’t have full results as far as consumers are concerned.

However, it has been received very positively with the client Coca-Cola. Previously the number of markets to activate mobile at this level of integration was zero. For this campaign, over 50 markets have chosen to run this mobile work for the London 2012 Olympic Games.