Coca-cola Promo, Case study SHARE A COKE by Ogilvy & Mather Sydney

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Industry Soft Drinks
Media Promo & PR, Case study
Market Australia
Agency Ogilvy & Mather Sydney
Released October 2011


Caples Awards 2012
Other Media Ambient/Guerrilla marketing Silver
Other Media Retention/Loyalty, non-mail Silver
Other Media Out of Home Bronze

Credits & Description

Category: Best Integrated Campaign Led by PR
Product/Service: COCA-COLA
Creative Strategy/Idea Development And Content Implementation: (Ogilvy)
Public Relations: (One Green Bean)
Communications Strategy: (Naked)
Media And Digital Implementation And Investment: (Ikon)
Digital Content/Social Strategy And Implementation: (Wunderman)
Experiential: (Urban)
Sales Promotion: (Momentum)
Media placement: Consumer PR - 2UE Radio, 3AW Radio, Nova Radio, Food Magazine, Daily Telegraph, The Inspiration Room, - 1st October 2011
Media placement: Corporate PR - The Australian, Mumbrella, AdNews, Campaign Brief, Ad News, B&T, Creativity, Marketing Mag. - 1st October 2011
Media placement: Digital PR - Facebook, Twitter, Daily Telegraph, The Australian, Mumbrella, AdNews, Campaign Brief, Ad News, B&T, - 1st October 2011
Media placement: TV Campaign - 25 Spots - National - Free To Air & Selected Subscription TV - 1st October 2011
Media placement: OOH - Interactive Billboard - Sydney's Iconic 'Coca-Cola' Sign - 2nd October 2011
Media placement: Campaign Microsite - Facebook - - 2nd October 2011
Media placement: Digital Media - National - Free To Air & Selec - 9th October 2011
Media placement: Experiential Event - Kiosks Toured 18 Westfield S - 9th October 2011
Media placement: OOH - Buses, Trains & Train Platform Panels, Large Format OOH, Street Panels, Shopping Centre Panels - APN, Adshel, JC Decaux, Westfields, GOA - 9th October 2011
Media placement: Radio - 6 X 30SEC Spots, Live Reads & Credits - National Radio - 2DayFM, FOXFM, B1O5FM, SAFM, 92.9 - 16th October 2011

Summary of the Campaign
Despite healthy brand tracking data, 50% of teens and young adults hadn’t enjoyed a ‘Coca-Cola’ in the previous month alone. The objective was to increase consumption amongst the masses while targeting 24-year-olds and get people talking about ‘Coke’.
‘Coca-Cola’ has always been an integral part of people coming together. But with the world flocking to digital space, how we connect needed to change. We had to jump-start some real conversations - with people you may have lost touch with, or were yet to meet.

So after 125 years, we tried something new. We printed the 150 most popular Australian names on bottles and invited Australians to ‘Share a Coke’.

Each product and communication piece was an invitation to ‘Share a Coke’. We released 25 TVCs featuring real photos of our fans, 150 radio songs for each name, installed an interactive projection over Sydney’s iconic ‘Coca-Cola’ sign where passers-by could text and see a friend’s name up in lights, and DIY kiosks where consumers could get any name printed on a can. And to fuel media buzz and chatter, we seeded named bottles and cans to celebrities.

In just 3 short months, volume increased by 4% (despite Australia’s wettest summer since records began 111 years ago), young adult consumption increased 7%, and 5% of Aussies have started to enjoy ‘Coke’ again.

We earned 12m media impressions, 242 PR pieces achieved a reach of 14m. We had the most talked about Facebook page, with a traffic increase of 870% and 121m gained impressions. Lastly, 76,000 virtual ‘Coke’ cans were shared and 378,000 extra custom ‘Coke’ cans were printed.

The Situation
The soft drink market has never been so competitive. New products, brand extensions and a blurring of traditional category boundaries have increasingly pressured the ‘Coca-Cola’ flagship brand.
The consequence: ‘Coca-Cola’ needed to adapt, to maintain relevance and its role across Teens, Young Adults and Household Shoppers.

In fact, despite healthy brand tracking data, 50% of teens and young adults hadn’t enjoyed a ‘Coca-Cola’ in the last 4 weeks.
Something needed to be done and it needed to resolve the issues the brand was facing.

The Goal
It became clear through research that the world’s most valuable brand, ‘Coca-Cola’, was losing relevance:
•Teens felt ‘Coca-Cola’ wasn’t part of their world anymore.
•Young adults saw ‘Coca-Cola’ as predictable.

In 2011, our goal was two-fold;
1. Get people to consume the product, not just the brand.
2. Get people talking about ‘Coke’ again.

We needed an idea that would make a splash, gets in the papers (in a good way), disrupts and excites.

The idea needed to have mass appeal, but our bullseye is 24 year-olds who have not had a ‘Coke’ in the last 4 weeks.

The Strategy
So after 125 years of putting the same name on every ‘Coke’ bottle, we tried something new: We added 150 popular Australian names on-pack.

Our communications needed to act as an invitation to 'Share a COKE' with someone you know (or want to know) giving people the tools to find, connect and share.
Knowing that each audience group would engage with the campaign in different ways, we planned tactics ranging from ‘low engagement’ encouraging mass participation, through to ‘highly interactive’ enabling much deeper involvement.
We phased the campaign for ultimate success. Understanding that our core teen target would fuel it, Phase 1 allowed them to discover first. Phase 2 created a momentous splash, inviting all Australians to 'Share a Coke', in a highly interactive and social way. Lastly, Phase 3 celebrated with all of Australia the incredible, unique and personal stories of people sharing a ‘Coca-Cola’ over summer.

A week before the official launch, we released these never-before-seen bottles across Australia. The internet instantly blew up with questions. But we kept quiet.

Finally, on Australia’s highest rated media weekend, we revealed the 'Share a Coke' campaign across various mediums (TV, OOH, Radio, Digital and Ambient) - including an interactive projection at Sydney’s iconic Kings Cross Coke billboard. Celebrities were also sent unique bottles featuring their name to further build buzz.

Australia instantly fell in love. As projected, thousands of requests poured in for more names. But we were ready with kiosks where people could get any name they wanted on a can.

Still the requests poured in for more names. So we adapted and released 50 new names after thousands of Australians voted online.

Lastly, we asked our fans to share with us their favourite 'Share a Coke' stories, which we then featured on billboards.

Documented Results
In just 3 short months, we surpassed our wildest expectations:

1. Increased consumption
-Volume increased by 4% (despite Australia having its wettest summer since records began 111 years ago).
-Young Adult consumption increased 7%.
-5% of Aussies have started to enjoy ‘Coke’ again.

2. Got people talking about ‘Coke’ again.
-12,020,000 earned media impressions
-121m earned impressions on Facebook
-242 pieces of PR, equating to a reach of 13,898,593 and earned media value of $497,374
-Traffic on Facebook increased by 870%
-The number one most talked about Facebook page in Australia
-76,000 virtual ‘Coke’ cans shared
-Fan growth of 39%
-378,000 custom ‘Coke’ cans printed at local Westfield Malls
-And due to popular demand, 50 new names were added on ‘Coke’ bottles, as chosen by the Australian public.