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真正冰冷的可口可乐。
案例简介：执行 一个完全由冰制成的瓶子，里面装着可口可乐。享受它的最佳方式和一个伟大的故事。这个想法是用这个意想不到的瓶子给聚集在夏天的人们惊喜。一个可口可乐摊位是为了参加激动的顾客，他们想体验喝可口可乐的冰瓶。把冰瓶放在他们手中的时刻并没有持续太久，因为它立即开始融化，所以他们感到迫切需要记录他们的经历，并将它张贴在他们的社交网络上, 因为这不是每个人都能做到的。事实上，冰瓶是一种特殊的、有限的东西，为当下和共享的内容增加了巨大的价值。这个想法将使大量用户生成的内容成为我们最重要的资产，可口可乐冰瓶。 概要 可口可乐的温度不合适，也没有它应该的那样令人愉快，糟糕的味觉体验是我们最不想要的。在世界上的大多数地方都有一个夏季，人们可以去海滩或不同的地方享受炎热。尽管热量对我们的产品服务不利，但这是可口可乐消费的大好时机。这就是为什么我们推出了冰瓶可口可乐，一个完全由冰制成的可乐瓶，从日本、巴西和哥伦比亚开始，规模很小。但是在 2015年，可口可乐公司决定将这一点提高到另一个水平，每个样品的成本降低了 80% (这使得大规模生产成为可能)，瓶子的液体容量增加，形状改善, 更新其设计。 相关性 包装是卓越的直接媒体，但是有了这个最初的想法，我们用一瓶苏打水发展了传统的体验,它在目标中产生了很高的响应，实现了数百个自动生成的内容，这些内容成为体验的人，甚至只是看到体验并热爱体验的人的可衡量的响应, 提高他们的感知和与品牌的联系。 战略 夏天是享受和乐趣的时刻。人们希望有一个好的时间，并与他们的朋友分享。有很多聚会，无论是在假期还是庆祝活动中，像海滩或公园这样的地方。这就是为什么我们的战略重点是用人们想分享的产品创造难忘和令人耳目一新的体验。有了这个简报，我们希望人们自己通过自己在竞选中的经历来传递我们的信息。作为验证者的人比品牌更可信。因此，创意团队面临的战略问题是: 我们如何以相关而大胆的方式证明可口可乐是世界上最令人耳目一新的饮料？这一策略为目标提供了答案，因为:-它侧重于创造一种可共享的消费者体验，将人们作为主要媒体渠道。 结果 在泰国: 2 个电视节目的直播达到 120万观众。由于其创新的哇角，冰瓶创造了强大的消费者参与和在线分享。在美国产生的 5.000 个冰瓶样本: 4.000 个冰瓶样本超过 10.000 个物理印象，超过 100.000 个社会印象。在厄瓜多尔: 推特趋势主题 4月2日。在全球范围内，我们在推特和 Instagram 上有超过十亿的印象，并获得了 650 万美元的媒体价值 活动描述 一个完全由冰制成的瓶子，里面装着可口可乐。享受它的最佳方式和一个伟大的故事。这个想法是用这个意想不到的瓶子给聚集在夏天的人们惊喜。一个可口可乐摊位是为了参加激动的顾客，他们想体验喝可口可乐的冰瓶。把冰瓶放在他们手中的时刻并没有持续太久，因为它立即开始融化，所以他们感到迫切需要记录他们的经历，并将它张贴在他们的社交网络上, 因为这不是每个人都能做到的。事实上，冰瓶是一种特殊的、有限的东西，为当下和共享的内容增加了巨大的价值。这个想法将使大量用户生成的内容成为我们最重要的资产，可口可乐冰瓶。
真正冰冷的可口可乐。
案例简介：Execution A bottle made entirely of ice to serve Coca-Cola in it. The best way to enjoy it and a great story to tell. The idea was to use this unexpected bottle to surprise people gathering in summer locations. A Coca-Cola stand was build to attend the excited costumers that wanted to live the experience of drinking Coca-Cola of an ice bottle. The moment of having the ice bottle in their hands didn’t last too long, because it started melting immediately, so they felt the urgency of documenting their experience and posting it all over their social networks, because this was something not everybody could have. The fact that the Ice Bottle is something special and limited added enormous value to the moment and the shared content.This idea would enable lots of user-generated content featuring our most important asset, the Coca-Cola Ice Bottle in a moment of consumption. Synopsis A Coca-Cola that is not at its right temperature is not as enjoyable as it should be, and a bad taste experience is the last thing we want. In most places of the world there is a summer season for people to go to the beach or different places to enjoy the heat. And although heat is bad for our product serving, it is a great occasion for Coca-Cola consumption.That´s why we launched the Ice bottle Coca-Cola, a Coke bottle completely made of ice, starting in minor scale in japan, Brazil and Colombia. But in 2015, Coca-Cola decided to take this to another levelThe cost per sample was reduced by 80 percent (which made possible major-scale production), the bottle’s liquid capacity increased and its shape improved, updating its design. Relevancy Packaging is the direct media by excellence, but with this original idea we evolve the traditional experience with a bottle a soda, it generates a high response in the target achieving hundreds of auto-generated content that becomes a measurable response of the people who live the experience and even the ones who just see the experience and love it, increasing their perception and bonding with the brand. Strategy Summer is a moment of enjoyment and fun. People want to have a good time and share it that with their friends. There are lots of gatherings, be it on holidays or celebrations, places like the beach or parks where they come together. That is why we focused our strategy on generating a memorable and refreshing experience with the product that people would like to share.With this brief we wanted people itself to transmit our message through their own experiences with the campaign. People as validators are much more credible than a brand could ever be.So the strategic question to the creative team was: How could we demonstrate, in a relevant and bold way, that Coca-Cola is the most refreshing drink in the world? This strategy provides an answer to the objectives because:- It focuses on generating a sharable consumer experience that uses people as the main media channel. Outcome In Thailand: live-stream on 2 TV program reaching over 1.2 million viewers. Thanks to its innovative wow angle, the ice bottle created strong consumer engagement & sharing online. 5.000 Ice Bottle samples generated In the USA: with 4.000 Ice Bottle samples more than 10.000 physical impressions where achieved and more than 100.000 social impressions.In Ecuador: Twitter trend topic April 2.Globally we had more than a billion impressions on Twitter and Instagram and an earn media value of U$6.500.000 Campaign Description A bottle made entirely of ice to serve Coca-Cola in it. The best way to enjoy it and a great story to tell. The idea was to use this unexpected bottle to surprise people gathering in summer locations. A Coca-Cola stand was build to attend the excited costumers that wanted to live the experience of drinking Coca-Cola of an ice bottle. The moment of having the ice bottle in their hands didn’t last too long, because it started melting immediately, so they felt the urgency of documenting their experience and posting it all over their social networks, because this was something not everybody could have. The fact that the Ice Bottle is something special and limited added enormous value to the moment and the shared content.This idea would enable lots of user-generated content featuring our most important asset, the Coca-Cola Ice Bottle in a moment of consumption.
The Real Ice Cold Coca-cola.
案例简介：执行 一个完全由冰制成的瓶子，里面装着可口可乐。享受它的最佳方式和一个伟大的故事。这个想法是用这个意想不到的瓶子给聚集在夏天的人们惊喜。一个可口可乐摊位是为了参加激动的顾客，他们想体验喝可口可乐的冰瓶。把冰瓶放在他们手中的时刻并没有持续太久，因为它立即开始融化，所以他们感到迫切需要记录他们的经历，并将它张贴在他们的社交网络上, 因为这不是每个人都能做到的。事实上，冰瓶是一种特殊的、有限的东西，为当下和共享的内容增加了巨大的价值。这个想法将使大量用户生成的内容成为我们最重要的资产，可口可乐冰瓶。 概要 可口可乐的温度不合适，也没有它应该的那样令人愉快，糟糕的味觉体验是我们最不想要的。在世界上的大多数地方都有一个夏季，人们可以去海滩或不同的地方享受炎热。尽管热量对我们的产品服务不利，但这是可口可乐消费的大好时机。这就是为什么我们推出了冰瓶可口可乐，一个完全由冰制成的可乐瓶，从日本、巴西和哥伦比亚开始，规模很小。但是在 2015年，可口可乐公司决定将这一点提高到另一个水平，每个样品的成本降低了 80% (这使得大规模生产成为可能)，瓶子的液体容量增加，形状改善, 更新其设计。 相关性 包装是卓越的直接媒体，但是有了这个最初的想法，我们用一瓶苏打水发展了传统的体验,它在目标中产生了很高的响应，实现了数百个自动生成的内容，这些内容成为体验的人，甚至只是看到体验并热爱体验的人的可衡量的响应, 提高他们的感知和与品牌的联系。 战略 夏天是享受和乐趣的时刻。人们希望有一个好的时间，并与他们的朋友分享。有很多聚会，无论是在假期还是庆祝活动中，像海滩或公园这样的地方。这就是为什么我们的战略重点是用人们想分享的产品创造难忘和令人耳目一新的体验。有了这个简报，我们希望人们自己通过自己在竞选中的经历来传递我们的信息。作为验证者的人比品牌更可信。因此，创意团队面临的战略问题是: 我们如何以相关而大胆的方式证明可口可乐是世界上最令人耳目一新的饮料？这一策略为目标提供了答案，因为:-它侧重于创造一种可共享的消费者体验，将人们作为主要媒体渠道。 结果 在泰国: 2 个电视节目的直播达到 120万观众。由于其创新的哇角，冰瓶创造了强大的消费者参与和在线分享。在美国产生的 5.000 个冰瓶样本: 4.000 个冰瓶样本超过 10.000 个物理印象，超过 100.000 个社会印象。在厄瓜多尔: 推特趋势主题 4月2日。在全球范围内，我们在推特和 Instagram 上有超过十亿的印象，并获得了 650 万美元的媒体价值 活动描述 一个完全由冰制成的瓶子，里面装着可口可乐。享受它的最佳方式和一个伟大的故事。这个想法是用这个意想不到的瓶子给聚集在夏天的人们惊喜。一个可口可乐摊位是为了参加激动的顾客，他们想体验喝可口可乐的冰瓶。把冰瓶放在他们手中的时刻并没有持续太久，因为它立即开始融化，所以他们感到迫切需要记录他们的经历，并将它张贴在他们的社交网络上, 因为这不是每个人都能做到的。事实上，冰瓶是一种特殊的、有限的东西，为当下和共享的内容增加了巨大的价值。这个想法将使大量用户生成的内容成为我们最重要的资产，可口可乐冰瓶。
The Real Ice Cold Coca-cola.
案例简介：Execution A bottle made entirely of ice to serve Coca-Cola in it. The best way to enjoy it and a great story to tell. The idea was to use this unexpected bottle to surprise people gathering in summer locations. A Coca-Cola stand was build to attend the excited costumers that wanted to live the experience of drinking Coca-Cola of an ice bottle. The moment of having the ice bottle in their hands didn’t last too long, because it started melting immediately, so they felt the urgency of documenting their experience and posting it all over their social networks, because this was something not everybody could have. The fact that the Ice Bottle is something special and limited added enormous value to the moment and the shared content.This idea would enable lots of user-generated content featuring our most important asset, the Coca-Cola Ice Bottle in a moment of consumption. Synopsis A Coca-Cola that is not at its right temperature is not as enjoyable as it should be, and a bad taste experience is the last thing we want. In most places of the world there is a summer season for people to go to the beach or different places to enjoy the heat. And although heat is bad for our product serving, it is a great occasion for Coca-Cola consumption.That´s why we launched the Ice bottle Coca-Cola, a Coke bottle completely made of ice, starting in minor scale in japan, Brazil and Colombia. But in 2015, Coca-Cola decided to take this to another levelThe cost per sample was reduced by 80 percent (which made possible major-scale production), the bottle’s liquid capacity increased and its shape improved, updating its design. Relevancy Packaging is the direct media by excellence, but with this original idea we evolve the traditional experience with a bottle a soda, it generates a high response in the target achieving hundreds of auto-generated content that becomes a measurable response of the people who live the experience and even the ones who just see the experience and love it, increasing their perception and bonding with the brand. Strategy Summer is a moment of enjoyment and fun. People want to have a good time and share it that with their friends. There are lots of gatherings, be it on holidays or celebrations, places like the beach or parks where they come together. That is why we focused our strategy on generating a memorable and refreshing experience with the product that people would like to share.With this brief we wanted people itself to transmit our message through their own experiences with the campaign. People as validators are much more credible than a brand could ever be.So the strategic question to the creative team was: How could we demonstrate, in a relevant and bold way, that Coca-Cola is the most refreshing drink in the world? This strategy provides an answer to the objectives because:- It focuses on generating a sharable consumer experience that uses people as the main media channel. Outcome In Thailand: live-stream on 2 TV program reaching over 1.2 million viewers. Thanks to its innovative wow angle, the ice bottle created strong consumer engagement & sharing online. 5.000 Ice Bottle samples generated In the USA: with 4.000 Ice Bottle samples more than 10.000 physical impressions where achieved and more than 100.000 social impressions.In Ecuador: Twitter trend topic April 2.Globally we had more than a billion impressions on Twitter and Instagram and an earn media value of U$6.500.000 Campaign Description A bottle made entirely of ice to serve Coca-Cola in it. The best way to enjoy it and a great story to tell. The idea was to use this unexpected bottle to surprise people gathering in summer locations. A Coca-Cola stand was build to attend the excited costumers that wanted to live the experience of drinking Coca-Cola of an ice bottle. The moment of having the ice bottle in their hands didn’t last too long, because it started melting immediately, so they felt the urgency of documenting their experience and posting it all over their social networks, because this was something not everybody could have. The fact that the Ice Bottle is something special and limited added enormous value to the moment and the shared content.This idea would enable lots of user-generated content featuring our most important asset, the Coca-Cola Ice Bottle in a moment of consumption.
真正冰冷的可口可乐。
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The Real Ice Cold Coca-cola.
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