2. Background
• In summer 2011, Coca-Cola wanted a big idea for an increasingly
competitive market and get Australians to sit up and notice Coca-Cola.
• A Campaign was needed that would make a big splash and disrupt
and excite Australians. It also needed to have mass appeal, while
hitting the young target.
3. Objectives
• The primary campaign objective was simple: increase consumption of
Coca-Cola over the summer period. The secondary objective was to
get people talking about Coca-Cola again.
• The campaign needed to make consumers see Coca-Cola in a way that
would encourage them to actually consume the product, not just love
the brand.
4. Strategy
• Coca-Cola wanted to jumpstart real conversations and remind people
of those in their lives they may have lost touch with, or have yet to
meet.
• Australians are known for calling each other by their first name, or
“mate” for that matter, and what better way to spark conversation
than by using a first name.
5.
6. Execution
• Coca-Cola printed 150 of the country’s most popular names on labels
of Coke bottles for the first time in the brand‘s history.
Channel:
• TV (reached 30% of population)
• Outdoor (including digital signage)
• Publicity (seeding kits to key media and influencers)
• Mobile (SMS/MMS)
• Facebook (sharing virtual cans and feedback)
7.
8. Results
• Young adult consumption up by 7% making 2011 the most successful
summer ever.
• Over 18 300 000 media impressions.
• Traffic on the Coca-Cola Facebook site increased by 870 % and the
Facebook page grew 39%.
• 76 000 virtual Coca-Cola cans were shared online and 378 000 custom Coke
cans were printed at Westfield malls across the country.
• Over the Campaign, teens claimed it gave them a very positive impression
of Coca-Cola. Scores on “always doing new things”, “is a brand I love”and
“for someone like me”all improved with the young adult audience.
9.
10. Why this is a successful campaign?
• The Brand personally connected with Consumers
By offering the personal experience, For example, when a consumer
shares a name-branded coke bottle their friends, they feel that they are
creating better memories rather than promoting the Coke brand itself.
