BRIGHTEN UP THE WORLD by Mediacom Berlin for Coca-cola

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BRIGHTEN UP THE WORLD

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Industry Soft Drinks
Media Promo & PR, Case study
Market Germany
Agency Mediacom Berlin
Released November 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Agency: MEDIACOM INTERACTION
Date of First Appearance: Nov 23 2009 12:00AM
Entrant Company: MEDIACOM INTERACTION, Düsseldorf, GERMANY
Entry URL: http://xmas.coke.com/v/de_DE/
Group Head: Tobias Matt (MediaCom Interaction)
Digital Media Planner: Sabrina Bense (MediaCom Interaction)
Unit Direction: Christoph Kehren (Scholz&Volkmer)
Senior Media Manager: Michael Marzahn (The Coca-Cola Company)
Media placement: Streaming Expanadable Wallpaper - RTL.de - 23.11.2009
Media placement: Streaming Expanadable Wallpaper - Bild.de - 23.11.2009
Media placement: Preroll Ad - Pro7.de - 23.11.2009
Media placement: Streaming Exp.Big-Skyscraper - Winter-Wonderland.de - 23.11.2009
Media placement: Expandable Halfsizebanner - MSN Messenger - 23.11.2009
Media placement: Wallpaper - StudiVZ.net / SchuelerVZ.net - 23.11.2009
Media placement: Masthead - Youtube - 29.11.2009

Results and Effectiveness
Decorations: 250,000 on the landing page, 1.5m clicks on an interactive YouTube banner in one day and over 200,000 decoration application downloads from social media platforms. Friends: >400,000 seasonal greetings with individual decorations Donation total: €250,000 Online reach: 320m contacts, 1.7m website visits and 125,000 friends within social media

Creative Execution
Users could decorate the houses of friends and family via a specially developed Google maps application from the Coca Cola Christmas landing page. The tool allowed users to search for addresses on a map, decorate a selected house with Christmas decorations and lights, and share it via a “Send-a-Friend” application. All decorations and the donation total were displayed on the website. We partnered with social media platforms StudiVZ and Facebook to increase the viral nature of the campaign. Once a user decorated a house they could publish it on Facebook via “The Badge of Honour” that recognised them as a Christmas lights decorator. At StudiVZ the users could decorate their profiles with Christmas decorations and connect to Coca-Cola via an own branded Santa Claus profile. These activities were supported by an online campaign with interactive ad formats, a mobile campaign and also by offline activities.

Insights, Strategy & the Idea
INSIGHT During the Christmas period consumers are in a very sentimental mood and very family oriented. They spend most of their time visiting family members, enjoying the coziness and Christmas decorations at home, love to send personal messages and greeting cards to their friends, and are feeling more compassionate than usual to people in need. STRATEGY We wanted to give consumers the opportunity to “brighten up” the world by creating their own personal digital Christmas creation. We developed an online tool that allowed users to decorate the homes of their loved ones and to send the final result as a personal message to them. We then donated €1 per creation to a charity organisation to emphasise the Christmas and charitable appeal of our campaign.