Coca-cola Promo, Case study HOMER SIMPSON MEETS REAL ADVERTISING by Magic Moments

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Industry Soft Drinks
Media Promo & PR, Case study
Market Germany
Agency Magic Moments
Released June 2009

Credits & Description

Category: Best Use of Television
Product/Service: COCA-COLA ZERO
Date of First Appearance: Jun 2 2009 12:00AM
Entrant Company: MEDIACOM GERMANY, Düsseldorf, GERMANY
Senior Media Manager: Michael Marzahn (The Coca-Cola Company)
Media Manager: Alexandra Luedicke (The Coca-Cola Company)
Unit Director: Felix Erbe (MediaCom Germany)
Senior Planner: Torvald Evers (MediaCom Germany)
Unit Director: Clas Jelinek (Magic Moments)
Media placement: TV - TV Ad Special - 02/06/2009

Results and Effectiveness
We made Coca-Cola Zero part of the programme and exclusively occupied Homer’s virtual ad break. That grabbed the attention of our target with roaring success for the Coca-Cola Zero brand: - reach of brand message increased by 50% - recall of spot increased by 70% - and we achieved 23 % higher recall versus average TV ad specials

Creative Execution
We negotiated and created exclusive placements of the CCZ TV spots and seamlessly integrated them into the content of relevant programmes targeting our demographic. To anchor the brand message within the virtual daily life of the comic heroes, the CCZ spot was broadcast in full-length on the TV screen of the cartoon stars (eg. in the virtual living room of the Simpsons). By doing so, we were able to show the full brand message to our target group in a very relevant and engaging way. The same mechanic was also adopted for the world of Family Guy, American Dad and others. We created fixed cult platforms on Pro7 & VIVA for CCZ with a perfect brand fit. In this way, we got our target audience to engage with CCZ’s brand message.

Insights, Strategy & the Idea
For the new Coca-Cola Zero campaign we realised that we had to break the channel surfing habit between programme and ad break to gain real cut-through and impact with our advertising. This tendency to channel surf during ad breaks was extremely evident in our young male target group. Therefore we had to find engaging environments that fitted our brand and made young males stick to the program and exclusively engage with our CCZ TV spot. Cartoons like The Simpsons, Family Guy or American Dad are real highlight placements for our target, showing high “sticking” rates and are consequently followed. The target really identifies with cartoon characters. They even adopt the same language and nicknames in real life. We integrated CCZ’s brand message into the virtual life of the cartoon characters. We let Homer and other characters experience what we wanted our target to see: CCZ’s adventures on their virtual TV. We occupied their virtual ad break and got our target to stay tuned to the TV spot in real life!