LITTLE BLACK DRESS by Naked Communications for Coca-cola

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LITTLE BLACK DRESS

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Industry Soft Drinks
Media Promo & PR, Case study
Market Australia
Agency Naked Communications
Released April 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: COCA-COLA AUSTRALIA
Product/Service: DIET COKE
Agency: NAKED COMMUNICATIONS
Date of First Appearance: Apr 20 2009 12:00AM
Entrant Company: NAKED COMMUNICATIONS, Sydney, AUSTRALIA
Entry URL: http://au.video.yahoo.com/network/101584000
Communications Director: Maryanne Hanna (Naked Communications)
Ideas Director: Jonathan Pease (Naked Communications/Tongue)
Media placement: Out Of Home - Large Format X 1, Street Furniture - 20/04/2009
Media placement: Print - 7-10 Lifestyle, Fashion Titles Across 6 Months - Advertorials, Fashion Shoots - 20/04/2009
Media placement: PR - TV, Press, Radio And Magazines - Leading Up To & During Events - 20/04/2009
Media placement: Television - Australia's Next Top Model Program Integration - 20/04/2009
Media placement: Event - Lead Show At Rosemount Australian Fashion Week - 27/04/2009
Media placement: Digital - Yahoo!7 & Key Magazine Websites - Combination Of Banners And Content - 20/04/2009
Media placement: Consumer Events - Fashion Festival X 2 Shows - 09/08/2009
Media placement: Mall Activations - National Fashion Events Across 2-3 Months - 01/09/2009
Media placement: InStore / Pack - Grocery In Store Promotion, National - 01/09/2009
Media placement: Sampling - At All Events, And Mall Activations - 27/04/2009

Results and Effectiveness
The show was the launch pad of a ground breaking campaign shifting us from the usual ‘Big Coke’ ad to beautiful designer sketches, highlighting the silhouette of the iconic bottle, more typical of couture fashion. The topical, engaging content created through the events allowed us to use media more effectively than traditional advertising. As a result we generated AU$2m+ in PR, and were able to stretch our media by over 40%. Following the campaign, ‘brand relevance’ shot up from 14 to 23%. Most important was the shift in actual behaviour – sales decline halted and sales actually increased by 5%.

Creative Execution
To regain relevance we had to create something unique that would infiltrate the very culture and fabric of young women’s lives. We wanted more than just another passive brand association, so instead of sponsoring someone else’s party, we created our own with the Diet Coke Little Black Dress collection. The core of the campaign was a celebrity-studded bespoke catwalk show at Rosemount Australian Fashion Week, Australia’s premier fashion event. Reviewed as the highlight of Fashion Week, our collection also provided an opportunity for a cross-over promotion with Australia’s Next Top Model where we featured in the penultimate episode. Beyond fashion week, we staged fashion shows across the country, giving women the chance to experience the collection – and the brand. Our journey from inspiration to catwalk provided content and creative that was rolled out via out of home, magazines, online, TV, live events and sampling, in store and pack.

Insights, Strategy & the Idea
Following major attitude shifts away from overt ‘diet’ messages or behaviour towards weight loss, Diet Coke had become a symbol of an outdated lifestyle. We needed to turn around declining sales and regain the brand’s place in the lives of young women who believe that if you feel good, you look good. We realised that feeling comfortable in what you’re wearing is central to this confidence, and no piece of clothing is more universally loved than the classic ‘little black dress’. Diet Coke and the Little Black Dress - a staple in your fridge, a staple in your wardrobe: Classic, iconic and always looking good. Seeing the clear semiotic relationship between Diet Coke, the female form and simplicity of the little black dress we teamed up with ten renowned designers. Using Diet Coke’s iconic contour silhouette and bubbly personality as creative inspiration, we created our own line of LBDs.