PROMO RINGBACK TONES by Kausa Centralcreativa for Coca-cola

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PROMO RINGBACK TONES

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Industry Soft Drinks
Media Promo & PR, Case study
Market Paraguay
Agency Kausa Centralcreativa
Released April 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Agency: FWD - MPG
Agency: KAUSA CENTRAL CREATIVA
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: FWD - MPG, Asuncion, PARAGUAY
Entry URL: http://190.128.130.90/cannes/
Media Chief: Juan Melgarejo (FWD-MPG)
Media Director: Cristian Valente (FWD-MPG)
Media Director: Fernando Bonanni (FWD-MPG)
Media Assistant: David Centurion (FWD-MPG)
Media placement: SMS: Broadcast - 92.000 - Tigo and Personal Cellular operators - 01/04/2009

Results and Effectiveness
Consumers invited via SMS: 92,000 Ringback tones activated in 22 days: 32,000 In less than half the established time for the promotion (60 days) all of Coca-Cola’s pre-purchased ringback tones were downloaded (and then used in 60 days) More than 17 million plays of the musical ringback tone in only 60 days. Audience (people who listened to the ringback tone): 180 thousand users (22% of the target) Record rate of response: 35%

Creative Execution
Use the highest used media of young people in Paraguay: the cellphone. The purpose was to use, in addition to the traditional media mix, the mobile phone as a means to communicate the brand’s message in an innovative manner while involving the consumer. Text messages (SMS) were sent to a database of mobile phone users inviting them to activate a ringback tone of the brand (without cost). Users had the option to choose between four different rhythms of the same music and another option to exit.

Insights, Strategy & the Idea

The challenge was to create a huge Coca-Cola summer hit using an innovative and high-impact method to reach the desired market segment. Teens were the main target in this case. The brand has a strong and close relationship with his target, since it provides them with content and fun in its campaigns. The insight: I reflect who I am and what I feel through my music, and this is how I choose my ringback tones. This was relevant for the client since they committed to their objective of having a summer hit, at a very low cost. And for the target audience, they had a music to reflect them, and with no cost for them.