WHAT´S YOUR CELEBRATION? by Wunderman Buenos Aires for Coca-cola

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WHAT´S YOUR CELEBRATION?

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Industry Soft Drinks
Media Promo & PR, Case study
Market Argentina
Agency Wunderman Buenos Aires
Account Supervisor Eliana Kaplan
Released February 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: WUNDERMAN BUENOS AIRES
Date of First Appearance: Mar 1 2010
Entrant Company: WUNDERMAN BUENOS AIRES, Buenos Aires, ARGENTINA
Entry URL: http://dontmissthis.wavenet.com/CocaWorldCup/
General Creative Director: Alfonso Cornejo Lavin (Wunderman Buenos Aires)
General Creative Director: José Azanza Arias (Wunderman Buenos Aires)
Group Account Director: Victoria Cole (Wunderman Buenos Aires)
Account Director: Sabrina Schlesinger (Wunderman Buenos Aires)
Account Supervisor: Eliana Kaplan (Wunderman Buenos Aires)
Project Manager: Jorge Maceiras (Wunderman Buenos Aires)
Media placement: Soccer Fairy - Corporate Website - 1st March 2010
Media placement: Show Your Celebration - Youtube - 1st April 2010
Media placement: Lesotho TVC - Google Maps - 1st May 2010
Media placement: Live The Celebration - Microsite - 1st June 2010

Insights, Strategy & the Idea
Everybody dreams of going to the World Cup at least once in their lifetime.

We managed to make that dream come true for more than 600 thousand Latin-Americans. Digitally.

Creative Execution
Firstly we put an encouraging message for the national teams in the Coca-Cola bottles. Thousands of fans shared and created hundreds of messages during Qualifiers.
We launched one of the most viewed commercials during the World Cup in Latin America from Google Maps!
And hundreds of people uploaded their celebrations to the YouTube channel thus being one of the most popular channels.

Results and Effectiveness
300 thousand photos were uploaded
Average time spent on the site: 6 min
Social networks echo the campaign thus generating a huge buzz around it.
Total amount of impressions: 60,000,000
Total amount of clicks: 1,000,000