#colouryoursummer

Objectives

UM was tasked with recruiting the next generation of Coke drinkers and retaining the relevance of the iconic brand with Australian teenagers. With research identifying teens did not feel Coke was especially for them, two insights emerged that would be pivotal to the campaign. Teenagers love colour and use it as a means of self-expression and identified with such brands that do the same; they also love to escape into their own world, one dominated by social and mobile, with its own language and celebrities. The goal was to achieve sales of 21 million units of the new 250ml can and stabilise the decline in consumption.

Campaign

UM’s strategy involved releasing a limited edition of the 250ml can, using the iconic red plus five new vibrant colours which doubled as readable codes for digital and

OOH activation. Scanning the cans gave teens access to a hidden, colourful world, they could discover. Teens could unlock 125 mobile games, 70+ pieces of branded content, access to celebrities, real-world activations, and prizes and instant rewards. Teens could interact with digital billboards and 70 original pieces of content were created for online - a massive departure from Coke’s tradition TVC approach - and YouTube celebrities, Instagram stars and teen bands were enlisted in social to drive the message.

Results

Previously unattainable results were achieved compared with Coke’s traditional approach, with 8.75 million cans sold – 27% above forecast. Sales of 26.5 million units over summer were up, 26% above forecast. Consumption was also up by 7%, a 19% increase by scale. Attitudes to the brand changed and engagement with the codes was 838,428, a whopping 800% above target. Shares within social media were 1,658,482 - 729% higher than target. Key social results: 47.2 million earned impressions and for one day, the number one hashtag trending globally. The average monthly ‘engaged users’ on Facebook increased 952% and 35,000 new fans were acquired, with 93% of conversations positive

Judges Comments

Ground-breaking work from Coca-Cola. The campaign was high risk but high reward. It takes a brave client to transform such iconic packaging, while the hidden code put the audience – and earned media – at the heart of the campaign.