Advertiser: THE COCA-COLA COMPANY
Agency: C-SECTION
Category: Corporate Image & Information
Executive Creative Director: Enis Orhun (C-Section)
Creative Group Head: Fatih Tüylüoğlu (C-Section)
Creative Director: Öncu Doğu Gürsoy (C-Section)
Creative Group Head: Ceyhun Saraçoğlu (C-Section)
Relevancy
Coca-Cola wanted to deliver happiness and convince people to believe better new year, so we planned that activation and also made the TV spot.
Outcome
Minutes after it was shown, the spot was being tweeted by thousands of people including many celebrities. People started searching for it online and just within 24 hours and with zero seeding budget, it was viewed by over 100,000 people. Most importantly, through the activation and the TV spot, we reminded everyone to believe in a Happy New Year.
Client Brief Or Objective
For Coca-Cola's Open Happiness campaign, we wanted to create an activation for New Year's Eve.
Implementation
The social listening we made around keywords, 'Happiness' and 'New Year’s Eve' showed that there were people such as security guards who had to work that night and spend New Year’s Eve all alone. For a surprise activation, we identified all the Coca-Cola employees who would be on duty that night at our Istanbul headquarters. We contacted their families and made secret plans for New Year's Eve. We arranged surprise visits to our employees for a proper New Year's Eve with their families.