Coca-cola Promo, Case study RUSH HOUR CINEMA by Ogilvy & Mather Bogota

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Industry Soft Drinks
Media Promo & PR, Case study
Market Colombia
Agency Ogilvy & Mather Bogota
Director Nicolas Reyes Imaginaria Filma
Art Director Juan Felipe Dueñas, Andrés Mauricio Moreno - Maria Fernanda Henao - Juan Felipe Dueñas
Copywriter Luis Gabriel Ramírez Ivan Rivera Jorge Villareal, Ivan Rivera
Photographer Carlos Gaviria
Account Supervisor Zoad Bendeck
Released April 2011

Credits & Description

Category: Best Use of Screens
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Date of First Appearance: Apr 14 2011
Vice President Creative: John Raul Forero (Ogilvy & Mather Colombia)
General Creative Director: Juan Jose Posada (Ogilvy & Mather Colombia)
Creative Director/Art Director: Andrés Mauricio Moreno (Ogilvy & Mather Colombia)
Creative Director/Copywriter: Luis Gabriel Ramirez (Ogilvy & Mather Colombia)
Art Director: Maria Fernanda Henao (Ogilvy & Mather Colombia)
Art Director: Juan Felipe Dueñas (Ogilvy & Mather Colombia)
Copywriter: Iván Rivera (Ogilvy & Mather Colombia)
Copywriter: Jorge Villareal (Ogilvy & Mather Colombia)
Photographer: Carlos Gaviria (Centro)
Director: Nicolas Reyes (Imaginaria Films)
Art Buyer: Nicolas Bravo (Ogilvy Action)
Art Buyer: Luis Enrique Pardo (Ogilvy Action)
Account Supervisor: Zoad Bendeck (Ogilvy & Mather Colombia)
Account Manager: Juanita Guerrero Posada (Ogilvy & Mather Colombia)
Advertiser Supervisor: Gustavo Diaz (Coca-Cola Company)
TV Producer: Gala Vence (Ogilvy & Mather Colombia)
TV Producer: Patty Mendez (Ogilvy & Mather Colombia)
Photography Producer: David Alvarado (Ogilvy & Mather Colombia)
Media placement: Outdoor - Street LED Screen - April 14 -2011

Insights, Strategy & the Idea
Over the past years, Coca-Cola has been introducing different package innovations in order to increase its market. This year the 250 ml bottle was going to be launched named as the “MINI”, and under the concept : 'a little happines that makes your moments great'. This bottle was made for on the go consumption and we needed to launch it with a limited budget.
Also during 2010 and the beginning of 2011, Bogota has had 123 road constructions, making the way back home for our target the most tedious moment of their day (people are spending 2 hours every day in the traffic jam, for 42 days a year).
Our strategy was simple; performing an unconventional sampling in delivering some happiness in one of the most stressful moments that people have to suffer every day: traffic jams.

Creative Execution
We transformed traffic jams into a drive-in cinema, placing a gigantic cinema screen to play 1 minute movies, with a radio frequency to transmit the audio; and of course, to make this moment great, we gave away lots of the new Coca-Cola 250 ml, popcorn, hot dogs and nachos.
We wanted to impact nearly 100,000 drivers during the rush hour that uses one of the main streets in Bogota,: 15 Av with 85th Street.

Results and Effectiveness
We transformed a tedious moment into a great moment, giving people a little happiness on their way home.
We reached nearly 183,332 drivers according to the transit department.
Plus we generated an immediate media reaction:
National and local TV news broadcasted our action, impacting nearly 9,953,429 people.
3,041,308 people saw our action in Colombia's main newspapers and magazines in the days after the event.
And nearly 2,500,000 people saw our action through the main social networks all around the world.