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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market Brazil
Creative Director Renata Decoussau
Released January 2012

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: COCA-COLA
Product/Service: COCA-COLA FM
Technology: Double Left (Double Left)
Technology: Ci & T (Ci & T)
Sound Design: Argila Musical (Argila Musical)
Packaging: Ana Couto (Ana Couto)
Online Media: JWT (JWT)
Chief Creative Officer/Lead Creative: Andre Matarazzo (Possible Worldwide)
Creative Director: Renata Decoussau (Possible Worldwide)
Head Of Strategy: Andre Faria (Possible Worldwide)
Art Direction: Possible Worldwide (Possible Worldwide)
Media placement: Teaser Site - Own Media) - 5 January 2012
Media placement: Application Website - Own Media) - 19 January 2012
Media placement: Mobile Site - Own Media) - 19 January 2012
Media placement: Display Media - Various Partners) - 19 January 2012
Media placement: MSN Application - MSN Messenger - 16 January 2012

Describe the objective of the promotion.

In the Brazilian summer of 2012, Coca-Cola wanted to increase glass bottle consumption by teen consumers. This consumption increase should be a consequence of a stronger connection between the consumer and the bottle.

Describe how the promotion developed from concept to implementation.
The world of a teen is all about music. Their day-to-day life is a big ever-moving sound track. Music was, therefore, the fastest way to gain our target's attention.
We put music where they least expected it, the cap of each glass bottle. They just needed to have the cap recognised by a webcam or through a smartphone and they were ready to start composing music.
We bet that making the consumer the centre of the promotion and giving them tools to produce and share unique content would make them want to consume more product in the form of a glass bottle.

Explain why the method of promotion was most relevant to the product or service.
The key to connect with the consumer was through making them the centre of all the experience, in an unexpected way.
Through a very intuitive and simple process, the target interacted with the bottle caps, generating content they would share and use in their daily life.
Digital played a unique role, as it was a tool to create and simultaneously share the whole experience. This way, connecting emotionally with our target first was key to promoting consumption, as the more they consumed, the more tools they had to create their own music.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Results for the full duration of the campaign are still pending. In the first 2 weeks live, the application received 1.1m visits with an average time spent of 6 minutes and over 4m tracks created and over 15% content share.
This is helping bring awareness to the project and has increased the already huge brand love teens already have for the brand in the local market.