#colouryoursummer

Objectives

UM was tasked with recruiting the next generation of Coke drinkers and retaining the relevance of this iconic brand with Australian teenagers as consumption was reducing. Two pivotal insights emerged from research; teenagers love colour and use it as a means of self-expression and identified with 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 boost sales of the new 250ml can, stabilise the downward consumption among teens, with an engagement goal of 100,000 unlocks and 200,000 shares within social media.

Campaign

UM’s strategy involved releasing limited edition coloured cans that were also readable codes that gave teens access to a hidden, digital world they could discover - not be told about. By scanning a can, teens could unlock 125 unique mobile games, 70+ pieces of unique branded content, access to celebrities, realworld 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. It was a huge departure from Coke’s tradition TVC approach. YouTube celebrities, Instagram stars and teen bands were enlisted in social.

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

The panel loved the bravery of a big, established brand creating something that was discoverable rather than their usual big tv campaign approach. The idea of a secret world unlocked and shared by young consumers showed a good understanding of their audience.