SHARE A COKE|短视频|广告营销案例【ADGuider广告指南】

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分享一杯可乐

案例简介：环境执行的描述我们需要让澳大利亚人再次开始谈论 “可乐”，并开始消费产品，而不仅仅是品牌。因此，我们在 “可乐” 瓶子上印刷了 150 个最受欢迎的澳大利亚名字，并邀请各地的人重新联系和 “分享可乐”。通过现场特技表演和促销活动，包括一个大型互动广告牌，路人可以发短信给朋友的名字，看到它在灯光下投影。和 3 个自助售货亭，参观了全国 18 个购物中心, 在那里，粉丝们可以得到他们想要的任何名字印在罐头上 -- “可口可乐” 再次成为人们通过最好的对话开始的一部分 -- 名字。描述活动/条目尽管有健康品牌跟踪数据，50% 的青少年和年轻人在前一个月没有享受过 “可口可乐”。目标是增加大众的消费，同时针对 24 岁的人，让人们谈论 “可乐”。“可口可乐” 一直是人们走到一起的一个组成部分。但是随着世界涌入数字空间，我们连接的方式需要改变。我们不得不开始一些真正的对话 -- 与你可能已经失去联系或尚未见面的人进行对话。125 年后，我们尝试了一些新的东西。我们在瓶子上印了 150 个最受欢迎的澳大利亚名字，并邀请澳大利亚人 “分享一杯可乐”。每一件产品和交流作品都是 “分享可乐” 的邀请。我们发布了 25 个 TVCs，展示了我们粉丝的真实照片，每个名字有 150 首广播歌曲, 在悉尼标志性的 “可口可乐” 标志上安装了一个互动投影，路人可以在灯光下发短信看到朋友的名字, 和 DIY 亭，消费者可以在罐头上打印任何名字。为了刺激媒体的嗡嗡声和喋喋不休，我们向名人播种了命名的瓶子和罐子。在短短 3 个月内，销量增长了 4% (尽管澳大利亚是 111 年前有记录以来最潮湿的夏天)，年轻成年人的消费量增长了 7%, 5% 的澳大利亚人已经开始再次享受 “可乐”。我们赢得了 12m 的媒体印象，242 件公关作品达到了 14m。我们讨论最多的是 Facebook 页面，流量增加了 870%，获得了 121 的印象。最后，共享了 76,000 个虚拟 “可乐” 罐，并印刷了 378,000 个额外的定制 “可乐” 罐。描述客户的简报通过研究，很明显，世界上最有价值的品牌 “可口可乐” 正在失去相关性: 青少年觉得 “可口可乐” 不再是他们世界的一部分。年轻人认为 “可口可乐” 是可以预测的。2011 年，我们的目标是双重的; 1。让人们消费产品，而不仅仅是品牌。2。让人们再次谈论 “可乐”。我们需要一个能引起轰动、登上报纸 (以一种很好的方式) 、扰乱和兴奋的想法。这个想法需要有大规模的吸引力，但是我们的 bullseye 是 24 岁的人，他们在过去的 4 周内没有喝过 “可乐”。结果在短短三个月内，我们超过了我们最疯狂的预期: 1。消费量增加了 4% (尽管澳大利亚的夏季是 111 年前有记录以来最潮湿的夏季)。-年轻人消费增加了 7%。5% 的澳大利亚人已经开始再次享受 “可乐”。2。让人们再次谈论 “可乐”。-12,020,000 赢得媒体印象-121 在 Facebook 上赢得印象-242 件公关,相当于达到 13,898,593，获得了 497,374 美元的媒体价值 -- Facebook 上的流量增加了 870% -- 澳大利亚最受关注的 Facebook 页面 -- 76,000 虚拟 “可乐” 罐头分享-粉丝增长 39%-378,000 在当地韦斯特菲尔德购物中心印刷的定制 “可乐” 罐-由于受欢迎的需求，澳大利亚选择的 “可乐” 瓶子上增加了 50 个新名字公众。执行在正式发布的一周前，我们在澳大利亚发布了这些从未见过的瓶子。互联网立即被问题炸毁。但我们保持沉默。最后，在澳大利亚收视率最高的媒体周末，我们在各种媒体 (电视、户外、广播、数字和环境) 上展示了 “分享可乐” 活动 -包括悉尼标志性的国王十字可乐广告牌的互动投影。名人也被派来独特的瓶子，以展示他们的名字来进一步制造轰动。澳大利亚立即坠入爱河。据预测，成千上万的人要求更多的名字。但是我们已经准备好了信息亭，人们可以在那里得到他们想要的任何名字。仍然要求更多的名字。因此，在成千上万的澳大利亚人在网上投票后，我们修改并发布了 50 个新名字。最后，我们要求我们的粉丝与我们分享他们最喜欢的 “分享一个可乐” 的故事，然后我们在广告牌上展示。形势软饮料市场从未如此竞争激烈。新产品、品牌延伸和传统类别界限的模糊给 “可口可乐” 旗舰品牌带来了越来越大的压力。结果: “古柯-可乐” 需要适应，保持相关性和它的作用跨越青少年、年轻人和家庭购物者。事实上，尽管有健康品牌的跟踪数据，50% 的青少年和年轻人在过去的 4 周内没有享受过 “可口可乐”。需要做些什么，需要解决品牌面临的问题。战略因此，在 125 年的时间里，我们在每个 “可乐” 瓶子上放了相同的名字，我们尝试了一些新的东西: 我们在包装上添加了 150 个受欢迎的澳大利亚名字。我们的交流需要作为邀请，与你认识 (或想知道) 的人 “分享一杯可乐”，给人们寻找、联系和分享的工具。知道每个观众群体会以不同的方式参与这场运动，我们计划了从鼓励大众参与的 “低参与” 到 “高度互动” 的策略，以实现更深入的参与。我们分阶段争取最终成功。认识到我们的核心青少年目标会推动它，第一阶段允许他们首先发现。第二阶段创造了一个巨大的轰动，邀请所有澳大利亚人以高度互动和社交的方式 “分享一杯可乐”。最后，第三阶段与全澳大利亚一起庆祝人们在夏天分享 “可口可乐” 的不可思议、独特和个人的故事。

分享一杯可乐

案例简介：Description of Ambient execution We needed to get Australians to start talking about 'Coke' again, and to start consuming the product, not just the brand. So we printed the 150 most popular Australian names on 'Coke' bottles and invited people all over to re-connect and 'Share a Coke'. And through live stunts and promotional events, including a large-scale interactive billboard, where passers-by could text in a friend's name to see it projected up in lights. And 3 DIY kiosks that toured 18 shopping centres around the country, where fans could get any name they wanted printed on a can - 'Coca-Cola' once more became part of people coming together through the best conversation starter of all - a first name. Describe the campaign/entry Despite healthy brand tracking data, 50% of teens and young adults hadn’t enjoyed a ‘Coca-Cola’ in the previous month alone. The objective was to increase consumption amongst the masses while targeting 24-year-olds and get people talking about ‘Coke’. ‘Coca-Cola’ has always been an integral part of people coming together. But with the world flocking to digital space, how we connect needed to change. We had to jump-start some real conversations - with people you may have lost touch with, or were yet to meet. So after 125 years, we tried something new. We printed the 150 most popular Australian names on bottles and invited Australians to ‘Share a Coke’. Each product and communication piece was an invitation to ‘Share a Coke’. We released 25 TVCs featuring real photos of our fans, 150 radio songs for each name, installed an interactive projection over Sydney’s iconic ‘Coca-Cola’ sign where passers-by could text and see a friend’s name up in lights, and DIY kiosks where consumers could get any name printed on a can. And to fuel media buzz and chatter, we seeded named bottles and cans to celebrities. In just 3 short months, volume increased by 4% (despite Australia’s wettest summer since records began 111 years ago), young adult consumption increased 7%, and 5% of Aussies have started to enjoy ‘Coke’ again. We earned 12m media impressions, 242 PR pieces achieved a reach of 14m. We had the most talked about Facebook page, with a traffic increase of 870% and 121m gained impressions. Lastly, 76,000 virtual ‘Coke’ cans were shared and 378,000 extra custom ‘Coke’ cans were printed. Describe the brief from the client It became clear through research that the world’s most valuable brand, ‘Coca-Cola’, was losing relevance: •Teens felt ‘Coca-Cola’ wasn’t part of their world anymore. •Young adults saw ‘Coca-Cola’ as predictable. In 2011, our goal was two-fold; 1. Get people to consume the product, not just the brand. 2. Get people talking about ‘Coke’ again. We needed an idea that would make a splash, gets in the papers (in a good way), disrupts and excites. The idea needed to have mass appeal, but our bullseye is 24 year-olds who have not had a ‘Coke’ in the last 4 weeks. Results In just 3 short months, we surpassed our wildest expectations: 1. Increased consumption -Volume increased by 4% (despite Australia having its wettest summer since records began 111 years ago). -Young Adult consumption increased 7%. -5% of Aussies have started to enjoy ‘Coke’ again. 2. Got people talking about ‘Coke’ again. -12,020,000 earned media impressions -121m earned impressions on Facebook -242 pieces of PR, equating to a reach of 13,898,593 and earned media value of $497,374 -Traffic on Facebook increased by 870% -The number one most talked about Facebook page in Australia -76,000 virtual ‘Coke’ cans shared -Fan growth of 39% -378,000 custom ‘Coke’ cans printed at local Westfield Malls -And due to popular demand, 50 new names were added on ‘Coke’ bottles, as chosen by the Australian public. Execution A week before the official launch, we released these never-before-seen bottles across Australia. The internet instantly blew up with questions. But we kept quiet. Finally, on Australia’s highest rated media weekend, we revealed the 'Share a Coke' campaign across various mediums (TV, OOH, Radio, Digital and Ambient) - including an interactive projection at Sydney’s iconic Kings Cross Coke billboard. Celebrities were also sent unique bottles featuring their name to further build buzz. Australia instantly fell in love. As projected, thousands of requests poured in for more names. But we were ready with kiosks where people could get any name they wanted on a can. Still the requests poured in for more names. So we adapted and released 50 new names after thousands of Australians voted online. Lastly, we asked our fans to share with us their favourite 'Share a Coke' stories, which we then featured on billboards. The Situation The soft drink market has never been so competitive. New products, brand extensions and a blurring of traditional category boundaries have increasingly pressured the ‘Coca-Cola’ flagship brand. The consequence: ‘Coca-Cola’ needed to adapt, to maintain relevance and its role across Teens, Young Adults and Household Shoppers. In fact, despite healthy brand tracking data, 50% of teens and young adults hadn’t enjoyed a ‘Coca-Cola’ in the last 4 weeks. Something needed to be done and it needed to resolve the issues the brand was facing. The Strategy So after 125 years of putting the same name on every ‘Coke’ bottle, we tried something new: We added 150 popular Australian names on-pack. Our communications needed to act as an invitation to 'Share a COKE' with someone you know (or want to know) giving people the tools to find, connect and share. Knowing that each audience group would engage with the campaign in different ways, we planned tactics ranging from ‘low engagement’ encouraging mass participation, through to ‘highly interactive’ enabling much deeper involvement. We phased the campaign for ultimate success. Understanding that our core teen target would fuel it, Phase 1 allowed them to discover first. Phase 2 created a momentous splash, inviting all Australians to 'Share a Coke', in a highly interactive and social way. Lastly, Phase 3 celebrated with all of Australia the incredible, unique and personal stories of people sharing a ‘Coca-Cola’ over summer.