Coca-cola Print DOWNLOAD CONCERT by Ogilvy & Mather Bogota

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DOWNLOAD CONCERT

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Industry Soft Drinks, Shows, Events & Festivals, TV Channels/Radio Stations and Programmes
Media Print, Magazine & Newspaper
Market Colombia
Agency Ogilvy & Mather Bogota
Director Felipe Cortés
Creative Director Andres Lamprea, Luis Ramirez Gaston
Art Director Diego Cardenas, Daniel Mora, John Raúl Forero Juan José Posada
Copywriter Juan Felipe Ardila, Mauricio Guerrero
Producer Nicolás Bravo
Photographer Esteban Sosnistky
Released March 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: COCA-COLA COLOMBIA
Product/Service: COKE FM
Agency: OGILVY & MATHER COLOMBIA
Chief Creative Officer: John Raul Forero (Ogilvy & Mather Colombia)
Head Of Art: Juan Pablo Alvarez (Ogilvy & Mather Colombia)
Creative Director: Mauricio Guerrero (Ogilvy & Mather Colombia)
Creative Director: Diego Cardenas (Ogilvy & Mather Colombia)
Copywriter: Juan Felipe Ardila (Ogilvy & Mather Colombia)
Art Director: Daniel Mora (Ogilvy & Mather Colombia)
Copywriter: Mauricio Guerrero (Ogilvy & Mather Colombia)
Art Director: Diego Cardenas (Ogilvy & Mather Colombia)
Account Director: Manuel Estrada (Ogilvy & Mather Colombia)
Producer: Nicolas Bravo (Ogilvy & Mather Colombia)
Art Director: Juan Jose Posada (Ogilvy & Mather Colombia)
Creative Director: Andres Lamprea (Ogilvy & Mather Colombia)
Creative Director: Luis Ramirez (Ogilvy & Mather Colombia)
Director: Felipe Cortes (Los Notarios)
Photographer: Esteban Sosnistky
RTV Producer: Gala Vence
Media placement: Activation - Activation - 23 March 2012

Describe the objective of the promotion.
Coke FM, an online radio station, needed to increase the number of visitors and interaction time on the site. It was an enormous challenge because, since there are a lot of alternatives of music entertainment for young people, we had to do something really relevant in order to get their attention.

Describe how the promotion developed from concept to implementation.
Young people are used to downloading millions of songs, but they have never had the opportunity to download an entire live band. We took advantage of the launch of the new album of a renowned local band, invited them and created a concert like no other, in which young people were the ones who, by downloading the album’s songs from their mobile phones, also downloaded the band from a height of 50 metres. Every time the audience downloaded a song, the band played it and came down 10 metres, until they reached ground level with their fans. In this way, we promoted an online radio station in a way never seen before.

Explain why the method of promotion was most relevant to the product or service.
With this unprecedented concert, Coke FM not only got to increase visitors to its site, it also made it very clear that it is a different, innovative, and online radio station. The brand did not reach young people; young people reached the brand by downloading it along with their favourite band.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Young people who attended the concert had an unique experience, the brand achieved interaction with its target by making thousands of young men and women enter the page immediately in an event as never seen before.

The Download Concert did not only meet its goals, it went far beyond that:

337% more visitors

Over 50,000 downloads in just one hour

Interaction time on the website increased by 800%

16m people reached through free media

Given the success of the download concert, 3 more concerts will be held in Sao Paulo, Mexico City and Quito.