Category: Titanium and Integrated
Advertiser: COCA-COLA
Product/Service: COCA-COLA
Agency: NAKED COMMUNICATIONS
: Ornulf Johnsen (Naked Communications)
: Ignacio Diez (Santo)
: Stephen Ward (Naked Communications)
: James Somerville (Attik)
: Emma Hesling (Attik)
: Lance Ramsay (Ignition)
: Georgina Creighton (Ogilvy Action)
: Harry Bailey (Ogilvy Action)
: Sheila Suaya (Santo)
: Sarah Kendall (M&C Saatchi)
: Rainer Eidemuller (Scholz / Volkmer)
: Pia Tannenberger (Scholz / Volkmer)
: Andrew Akuffo (Cake Group)
Media placement: TV - MTV - 9th January
Media placement: Online - Yahoo - 6th February
Media placement: Radio - RMF - 30th January
Media placement: Outdoor - Specials - 1st January
Media placement: Cinema - MaxFilm - 1st February
Media placement: Brand Experience - Warsaw Airport - 29th February
Media placement: Shopper Marketing - Various - 1st May
Describe the campaign/entry
Football has always been an inexplicable madness, so much so, that if we let it, it can transport us to an alternate reality, where we absolutely forget about the woes of our real world. With football, perfectly respectable grown-ups paint their body, dance carelessly, and chant their team on. They are no longer themselves: Dr Jekyll and Mr Fan.
For UEFA Euro 2012 Coca-Cola wanted to celebrate this very feeling of going beautifully nuts, and inspire the world to get possessed by football happiness.
The campaign entitled 'Let’s Get Crazy' would see the infection of every possible touchpoint with football happiness, to invite, provoke and inspire over 70 Coca-Cola markets around the world to take an active part in an ever-growing contagious journey.
Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign launched with a 3D TVC. It featured a unique visual identity system, and a specially commissioned tournament anthem from Gogol Bordello, that brings the ‘Let’s Get Crazy’ concept to life, and acts as the campaign DNA, across all touchpoints.
Infection was widespread with urban takeovers, through to print and online. For full possession people digitally entered the Super Fan Stadium, where they could create their own crazy avatar, and play games with other super fans from around the world.
The craziness continued with a second 3D TVC, and store takeovers with special packaging, premiums and collectibles. Shoppers could also directly engage with campaign content at point of purchase, with pioneering augmented reality technology.
The campaign culminates with live viewing events, with Coca-Cola even capturing the energy generated by fans, to then convert it into donations for legacy programmes.
Give some idea of how successful this campaign/entry was with both client and consumer
“A roster of 8 agencies collaborated for over 1 year to develop one of the most comprehensive Coca-Cola integrated marketing campaigns. Such close collaboration is evident in the clear brand narrative amplified through TV to digital and mobile; and from shopper marketing through to PR and brand experience.
This Coca-Cola campaign for UEFA EURO 2012 is being rolled our across over 70 countries, up from 47 countries for the previous tournament. This is, in part driven, by the fact that the TVCs have been produced fully localisable in national colours, and in stunning 3D, for the first time in TV history. The opportunity for market relevance is also achieved through fully localisable print, outdoor and online.
This campaign proves that story-telling can be created on a global scale, whilst still delivering local relevance."
Chris Tanca, Central & Southern Europe Marketing Manager, The Coca-Cola Company