Coca-cola Promo, Case study TIME ZONES by Starcom Moscow

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Industry Soft Drinks
Media Promo & PR, Case study
Market Russia
Agency Starcom Moscow
Released December 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Date of First Appearance: Dec 31 2010
Entrant Company: STARCOM , Moscow, RUSSIA
Media Director: Irina Revkova (Starcom Moscow)
Senior Media Planner: Viktoria Truhanova (Starcom Moscow)
Senior Media Planner: Marianna Palma (Starcom Moscow)
TV Sponsorship Director: Irina Shigilcheva (Starcom Moscow)
Media placement: TV Campaign - TNT - 31 December 2010

Insights, Strategy & the Idea
In Russia, the New Year is an incredibly important holiday when the whole family gathers to celebrate from the morning till… the next morning. During this period the New Year comes to this vast country not once but 9 times – because of 9 time zones. So this is a good reason to gather with your friends from other zones and celebrate not once but 9 times. Together with Coca-Cola, all the people in Russia could follow the order of celebration and catch the moment to congratulate their friends in other Russian cities.

Creative Execution
Coca-Cola created a TV campaign consisting of 10” TVCs that first let the people countdown the hours till the New Year in the very first time zone, and then to celebrate this great moment with each time zone, bringing people together.

Results and Effectiveness
Thanks to Coca-Cola’s countdown and hyper-localised New Year announcements, people were able to keep track of each time zone and celebrate with loved ones all around the country 9 times during 24 hours!
55% of Russians agreed that Coca-Cola brings people together. 53% of Russians agreed that Coca-Cola makes the New Year happier. 43% of Russians stated that the New Year celebration is even more fun with Coca-Cola. All contributing into Coca-Cola business success!