IN FASHION WITH MANOLO BLAHNIK by Mediacom Berlin for Coca-cola

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IN FASHION WITH MANOLO BLAHNIK

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

Credits & Description

Category: Best Use of Branded Content
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA LIGHT
Agency: MEDIACOM INTERACTION
Date of First Appearance: Mar 2 2009 12:00AM
Entrant Company: MEDIACOM GERMANY, Düsseldorf, GERMANY
Group Head: Stephan Zinn (MediaCom)
Planner: Sarah Bullwinkel (MediaCom)
Group Head: Tobias Matt (MediaCom Interaction)
Senior Media Manager: Michael Marzahn (The Coca-Cola Company)
: Kristina Deppe (Häberlein & Maurer Agentur für PR)
Account Manager: Miriam Kliemt (McCann Erickson)
Media placement: TV Co-Branded Trailer - Pro 7, Kabel 1, Sat 1 - 02.03.09
Media placement: TV Programming - TAFF Cooperation At Pro 7 - 16.03.09
Media placement: Print - 1/1p. 4c. In Joy, Glamour, Cosmopolitan, Instyle, OK! Etc. - 02.03.09
Media placement: Online - Wallpapers At Elle.de And Other Fashion Affine Websites - 02.03.09
Media placement: Online - Fashion Keywords, Targeting Of Designer Students At Social Networks - 02.03.09
Media placement: Online - Super Banner Etc. On Lifestyle Sites - 02.03.09

Results and Effectiveness
More than 68,000 women uploaded their photos or collages on the Coca-Cola Light online site. The campaign created huge word-of-mouth effects, resulting in more than 420,000 blog entries. Furthermore “Coca-Cola Light in fashion with Manolo Blahnik” generated immense PR. This helped to realise a positive image shift, as the category drivers “for people who think differently” (142 Ix) and “a brand that suits to my way of living” (137 Ix) significantly increased. Furthermore brand relevance could be strengthened (134 Ix) and finally sales increased by 14% during the campaign period.

Creative Execution
We started the campaign with a limited Manolo Blahnik edition of the Coca-Cola Light bottle. To generate curiosity, we promoted the bottle at exclusive and selected fashion events, where it became a hot collector´s item. This generated huge word-of-mouth effects and PR in all relevant fashion media. A big campaign then announced the competition. Co-branded trailer and programming at TAFF, a leading lifestyle TV format for modern women, announced the contest as well as the Coke light online platform. Online banners on fashion sites, fashion keywords and a targeting of designer students at studivz.net generated traffic on the Coca-Cola Light online site as did the print ads in fashion and women titles. The photos and collages of the participants, were used for PR. TAFF accompanied 3 women, who made it to the final, and showed their journeys from their first shootings to the personal workshop with Manolo Blahnik.

Insights, Strategy & the Idea
Since the 1990s Coca-Cola Light had successfully reflected the image of business women. However times had changed and Coke light had to find its place in the modern world of creative and individual women. Our target group were Urban Pleasure Seekers. They are 20-39 year-old women, who are looking for new trends and create new looks or designs themselves, to be one step ahead of others. With “Coca-Cola Light in fashion with...” we gave the brand a key to their world, by creating a holistic style and fashion experience. Our first coop partner was Manolo Blahnik, the ultimate style icon since Sex and the City. We created a contest, where Urban Pleasure Seekers could upload self made pictures or collages, celebrating their love for shoes on the Coke light online site. The winner of the online voting on the Coke light site could win a personal workshop with Manolo.