#colouryoursummer

Objectives

Using HTML5 instead of Flash, the smart banners were able to run on mobile, increasing reach by 30%. Over 1.2 million unique ads were served, customised to mums’ children’s teams. This was the biggest targeted ad campaign in category history. The click-through rate for standard online banners was seven times higher than average. Consideration grew by 84.6%, and as a measure of genuine intent, the ‘buy now’ score increased by 150%. Instead of halting the closing gap between Dynamo and OMO, the campaign grew the brand’s share by 0.2%. Fox Sports Australia was so impressed with MEC’s initiative with Sporting Pulse, it acquired the site and renamed it Fox Sports Pulse.

Campaign

UM’s strategy involved releasing a limited edition of the 250ml can, using five vibrant colours which were also readable codes. This gave teens access to a hidden, colourful world they could discover by photographing or scanning a can,. Teens could unlock 125 unique mobile games, 70+ pieces of unique branded content, access to celebrities, real-world activations, and more than 7,000 prizes and instant rewards. OOH executions across the country brought colour to teen-populated areas that allowed them to interact and play with the coloured cans. More than 70 original pieces of content were created for online - a huge departure from Coke’s traditional TV approach.

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

An insightful, smart and engaging media campaign that really delivered powerful results. The digital elements resonated with the core target audience and it connected particularly with teens.

They broke category norms and by bringing the packaging to life with colour, contributed to a great story that worked.