TRIBUTE TO FASHION by STUDIO ROBERTA CIAPPI for Coca-cola

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TRIBUTE TO FASHION

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Industry Soft Drinks
Media Promo & PR
Market Italy
Agency STUDIO ROBERTA CIAPPI
Associate Creative Director Michael Engelbrecht
Art Director Daniele Pancetti
Copywriter Pietro Putti, Fabio Andreini – Corrado Cardoni - Micol Talso
Producer Michele Virgilio
Released September 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: COCA-COLA ITALIA
Product/Service: LIGHT DRINK
Agency: BCUBE
Agency: STUDIO ROBERTA CIAPPI
Date of First Appearance: Sep 24 2009 12:00AM
Entrant Company: BCUBE, Milan, ITALY
Chief Executive Officer / Executive Creative Director: Francesco Bozza (BCUBE)
Associate Creative Director: Michael Engelbrecht (BCUBE)
Copywriter: Fabio Andreini (BCUBE)
Copywriter: Pietro Putti (BCUBE)
Art Director: Daniele Pancetti (BCUBE)
Account Director: Raffaello Dell'Anna (BCUBE)
Producer: Michele Virgilio (BCUBE)
R & D / Strategy Director: Alessio Fattore (Starcom Italia)
Executive Director: Boaz Rosemberg (Starcom Italia)
Media Director: Elena Bianchi (Starcom Italia)
Marketing Director: Cristina Santucci (Coca-Cola Italia)
Creative Exellence Manager: Francesco Cibò (Coca-Cola Italia)
Corporate Identity, Public Afairs and Communicatons Director: Sara Ranzini (Coca-Cola Italia)
Connections Manager: Barbara Sala (Coca-Cola Italia)
Owner / Public Relations & Event Manager: Roberta Ciappi (Studio Roberta Ciappi)
Media placement: Branded Event - Fashion Show And Auction - 24/09/2009
Media placement: Genera Interest TV - 30"- 5" Spots - 25/09/2009
Media placement: Pay TV - 30" - 20" Spots - 26/09/2009
Media placement: Music Box TV - 30" - 15" - 10" Spots And 5' Fashion Show Highlights - 25/09/2009
Media placement: Newspaper - Special Formats Outside Back Cover - 25/09/2009
Media placement: Magazines - Attached Branded Booklet - 25/09/2009
Media placement: OOH - Urban Decoration - 28/09/2009
Media placement: Shop-Windows - Shop-Windows Display - 28/09/2009
Media placement: Online - Display And Branded Mini-Site - 04/10/2009
Media placement: Postcards - Pubs And Fitness Center - 04/10/2009

Describe the objective of the promotion.
Coca-Cola Light needed to regain salience and market share with its core consumers, women 20-44. The key insight was that fashion is not uniquely identified with a name or a brand, but is a whole world of inter-connected styles and distinctive communication codes, made up of persons, attitudes, locations and media. These, in synergy, build the world which appeals so intensely to women.

Describe how the promotion developed from concept to implementation
The strategy, summarised by the claim ‘8 great stylists dress a unique taste’ was designed to celebrate women through fashion: 8 top fashion designers, all women, were asked to contribute with their own Contour bottle sleeve to generate the key theme. This way we launched an event framed in the Milan Fashion week, a party with 600 attendees among stylists, the press and public stakeholders; where woman-sized bottle models ‘walked’ a life-size catwalk. The bottles became collectibles auctioned by Sotheby’s, display material for OOH and top window shops, design for limited edition productions, and the subject of TV/Print campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results
1Mio contour bottles were sold during the Milan Fashion Week in the PoS activations, and over 50,000 full-body sleeves in one week at the customised corner at La Rinascente alone. Media covered the launch event with 70 articles in 1 month, with an estimated yield of 48,000,000 impressions. According to Millward Brown trackings, vs. pre-campaign readings, brand awareness and purchase intent were up +10%, while brand attributes ‘It’s a cool product’ and ‘Trend-setting’ gained 30%. Moreover, 100,000 € were collected during the auction in favour of the earthquake victims.

Explain why the method of promotion was most relevant to the product or service

The consumers of CCL were slowly but steadily lapsing. This was mainly due to a positioning which had been growing increasingly unclear, resulting in a loss of saliency and eroding market shares. The opportunity was found in a side activity run for the past 5 years: each year, a fashion stylist was asked to ‘dress’ a bottle with an original sleeve if her design, to be sold in limited editions. This was the perfect way to appeal to the target, and we scaled it up to a fully fledged fashion event, establishing a strong link between Light and top style.