MY COCA-COLA by E-DOLOGIC for Coca-cola

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MY COCA-COLA

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Industry Soft Drinks
Media Promo & PR, Case study
Market Israel
Agency E-DOLOGIC
Copywriter Guy Solomon
Released March 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: E-DOLOGIC
Date of First Appearance: Mar 16 2010 12:00AM
Entrant Company: E-DOLOGIC, Ramat Gan, ISRAEL
Entry URL: http://site.e-dologic.co.il/cannes/cocacola/
Chief Interaction Officer: Enon Landenberg (e-dologic)
Chief Executive Officer: Aviram Ganot (e-dologic)
Creative Manager: Dudu Dahan (e-dologic)
Designer/Art Director: Gal Mamalia (e-dologic)
Client Manager: Danit Raz (e-dologic)
Copywriter: Guy Solomon (e-dologic)
Media placement: internet campaign - walla.co.il - 16 march 2010

Results and Effectiveness
1. The banner's CTR was 0.56% at average 2. Over 50,000 users viewed their profile picture on the banners. 3. Over 500,000 users entered the activity's site.

Creative Execution
For the first time, Facebook Connect was used in a banner that enabled users to see their own profile picture integrated within the personal can design. Viewing yourself starring over the web on a banner was a real surprise for the users and the banners were in all of Israel's biggest portals helping the users to create a personal can before even entering the activity's site.

Insights, Strategy & the Idea
My Coca-Cola campaign was launched in the week before passover, a Jewish holiday. Our target audience was everybody and we wanted to use the holiday as an opportunity to strengthen their relationship with the brand. Since it's customary to give gifts to your friends and familiy during passover, we enabled them to give a personal and unique gift from Coca-Cola. Everybody could enter the microsite, design themselves a personal can and send it to their beloved ones free without charge.