ALL THIS COCA-COLA by Momentum Sao Paulo for Coca-cola

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ALL THIS COCA-COLA

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Industry Soft Drinks
Media Promo & PR
Market Brazil
Agency Momentum Sao Paulo
Creative Director Cristiane Uflaker
Released August 2009

Credits & Description

Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: COCA-COLA BRAZIL
Product/Service: COCA-COLA
Agency: MOMENTUM PROMOCOES
Date of First Appearance: Aug 14 2009 12:00AM
Entrant Company: MOMENTUM PROMOCOES, Sao Paulo, BRAZIL
Creative Director: Cristiane Uflaker (Momentum Brazil)
Account Director: Luciana Luca (Momentum Brazil)
Planning: Juliana Schvatsman (Momentum Brazil)
Planning: Gustavo Otto (McCann Rio)
General Director: Alessandro Martinelli (Momentum Brazil)
Chief Creative & Planning Officer: Danilo Martins (Momentum Brazil)
Promotions Manager: Cristina Cadore (Coca-Cola Brazil)
Manager Junior: Thais Nobile (Coca-Cola Brazil)
General Director: Gustavo Herbetta (Momentum Brazil)
Media placement: TV - Globo TV - São Paulo - SP - August, 14th, 2009
Media placement: TV - Record TV - São Paulo - SP - August, 14th, 2009
Media placement: Radio - Globo AM - Rio De Janeiro - RJ - September, 11th, 2009
Media placement: Radio - BH FM - Belo Horizonte - MG - September, 04th, 2009
Media placement: Radio - Tupi AM - São Paulo - SP - September, 11th, 2009
Media placement: Radio - Clube FM - Recife - PE - September, 11th, 2009
Media placement: Radio - Sociedade AM - Salvador - BA - September, 04th, 2009
Media placement: Radio - Cidade FM - Manaus - AM - September, 04th, 2009
Media placement: Radio - 104 FM - Porto Alegre - RS - August, 28th, 2009
Media placement: Radio - Regional FM - Florianópolis - SC - August, 28th, 2009

Describe the objective of the promotion.
In spite of the brand’s extremely high level of appreciation, our penetration among lower class consumers is below expected levels.”(client) • To leverage purchasing frequency of the “family size” products in C and D class households. • To strengthen the relationship between mothers from these classes and the brand. (They love the brand Coca-Cola but in the day to day they buy cheaper brands) Important to know that C and D classes are the 'target du jour.' Everybody talks about them, lots of theories, but few can really touch and engage with them and change their consumption habits.

Describe how the promotion developed from concept to implementation
Where is the real promotional “Big Idea”? Communication? Essentially in the triggers that engage and encourage them to move and buy. Mechanic and prizes are the real promotional ideas. Most promos explore emotions like “joy”, “trust” and “adoration”. But considering the moment that C/D classes are currently living, we thought about exploring optimism. Prizes linked to education can deliver that. Knowledge is a source of pride and a path to access house/leisure/beauty/food etc. Instead of 'big prizes', we chose computers (meaning future of family/knowledge) and continued education courses (meaning more opportunites for the family). In other words: optimism as the real prize.

Describe the success of the promotion with both client and consumer including some quantifiable results
More that 13 million participations in 3 months. 13 million! The biggest promo of Coke in Brazil ever. 34% over the previous biggest success. Conquered and generated identification among the target. Mums bought Coke and said that despite not getting the prizes, coke inspired then to go after computers and more knowledge. Client considers the brand’s most important movement to involve and generate relevance among C and D classes. A promotional case should start with results. There’s no idea where there’s no big movement - Promotion. Noun - 'provides active encouragement; to move towards something, generates engagement and movement'

Explain why the method of promotion was most relevant to the product or service
With prizes defined, we needed mechanics in tune with the strategy,
and above all, simple and innovative. For digital prizes, a digital mechanic. But what about C and D classes and technology? There are lots of doubts about their knowledge and the natural use of it. But promos are about anticipation of emotional benefits, and the participation should be part of this anticipation. The target could be proud and included in the digital era if the mechanics were digital. Simple as that, but innovative for the target: sending the codes through a promo site and sms messages.