Coca-cola Promo, Case study WAVING THE GLOBAL FLAG OF TEEN DREAMS! by Dentsu Inc. Tokyo

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Industry Soft Drinks
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Released March 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: DENTSU
Date of First Appearance: Mar 4 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL:
Marketing & New Business/ Vice President: Shoko Suzuki (COCA-COLA)
Marketing & New Business/ Director: Arseny Chuk Besher (COCA-COLA)
Marketing & New Business/Group Manager: Kanako Kumazaki (COCA-COLA)
Marketing & New Business/Senior Manager: Takashi Ida (COCA-COLA)
Marketing & New Business/Senior Manager: Hideaki Matsushita (COCA-COLA)
Consumer Marketing Director: Tetsuro Akiyama (COCA-COLA)
Consumer Marketing Manager: Kayo Kobayashi (COCA-COLA)
Public Affairs &Communications Manager: Katsuya Sato (COCA-COLA)
Account Management Division 18/Associate Account Supervisor: Tetsuya Hayashida (DENTSU)
Account Management Division 18/Account Supervisor: Masashi Sakuyama (DENTSU)
Account Management Division 18/Planner: Kana Miyata (DENTSU)
Account Management Division 18/Account Supervisor: Mitsumasa Mita (DENTSU)
Account Management Division 18/Associate Account Supervisor: Koichiro Miura (DENTSU)
Media placement: TV Program Tie-In - NTV - 4 Mar 2010

Insights, Strategy & the Idea
Coca-Cola needed to properly utilize FIFA World Cup asset ---Flag Bearer--- for increasing consumption and brand love amongst Japanese teens, but there were triple obstacles:
1)lack of awareness for Flag Bearers,
2)lack of teens’ participation because they needed parental consent,
3)teen tendency to not pay attention to traditional TV advertising.

Creative Execution
To create branded entertainment in a famous news show.
Partnered with one TV station to:
1)Establish awareness utilizing a famous morning news show, the ideal format for teen and parent joint viewing.
2)Engage TV programming to create content called "Waving the Global Flag of Teen Dreams", in which the Flag Bearers carried not only the National Flag but also the Dream Flag of all teens around the world.
3)Executed both on-going storytelling in regular shows and a final summary through a special documentary program.

Results and Effectiveness
Over 50% of teens became aware of the program as it was also widely reported by other media.
Branded entertainment contributed to increase purchase intent, actual sales and brand love,
showing superior effectiveness and efficiency over TVC.