Category: Best Use of Ambient Media: Large Scale
Advertiser: COCA-COLA ARGENTINA
Product/Service: COCA-COLA LIGHT
Agency: HUMAN (B-SIDE SA)
General Creative Director: Peta Rivero Y Hornos (Human)
Account Director: Karina Hänle (Human)
Creative Director: Diego Vleminchx (Human)
Art Director: Diego Vleminchx (Human)
Copy Writter: Belén Serra (Human)
Photography: Andy Cherniavsky
Brand Maneger: Belén Colombo (Coca Cola Argentina)
Brand Manager: Diego Luis (Coca Cola Argentina)
Brand Manager: Alberto Velasco (Coca Cola Argentina)
Brand Manager: Katzi Olivella (Coca Cola Argentina)
Graphic Producer: Néstor Martignone (Human)
Media placement: Outdoord - University Of Law - 8th June 2011
Insights, Strategy & the Idea
The brand has strengthened its personality with the message 'live a lighter life', inviting the consumer to plunge into a freer, unprejudiced world where fantasy meets the consumer’s routine and makes it real. The target consumer shares several personality attributes with the brand: They are both dreamers, active, enthusiastic and they seek to keep fit without giving up flavour. As in every beverage category, the format (packaging) is part of a meticulous marketing strategy. So, we were commissioned to relaunch the brand’s 237ml glass bottle. Namely, with a limited edition (full body sleeve) following the brand concept. We started thinking that a packaging innovation (full body) would serve as a communication opportunity and become the starting point for developing a much wider, stronger strategy which would have a great impact. Therefore, we sought that idea as part of a comprehensive communication strategy. The objectives were: increasing sales, achieving adoption - the single serving bottle is the less chosen in our country (consumers tend to buy bigger formats (1L, 1.5 L, etc)) - and media coverage.
Creative Execution
Sticking to the concept 'living lighter life' and working on the premise 'we need less rules and more imagination', we developed a 6 bottle collection with the collaboration of the most famous Argentinian photographer, Andy Cherniavsky.
The action started with an outdoor advertising teaser media announcing the launch of the collection. To make this really impressive relaunch we activated a special format outdoor and we intervened one of the most emblematic buildings in Bs As (The columns of the University of Law) with the new bottles, but in gigantic form, 14 metres high. This is how we turned to the façade into an amazing innovative billboard. There was also an orchestra accompanying the event. The campaign was amplified on Facebook, to call on attendants and where details of the whole execution were posted. Simultaneously, we developed an action for BAFashionWeek, where we invited consumers to be photographed by Andy Cherniavsky, dressing up in the style of the campaign.
Results and Effectiveness
Innovation was present throughout the project, achieving a unique art collection and portraying the 6 bottles in a new format specially created for the brand. The brand preference indicator has increased by 1.5% over the first month of the execution (as against the previous month Source:b3). Sales soared by 60% compared to 2010 (source: b3 + Nielsen) highly exceeding the goal of a 10% growth.Regarding the Adoption Plan, the consumer chose the six pack over the individual bottle to have the full collection. So, we managed to increase consumption frequency. We recovered media investment and had a return which was 30% higher (source: CIO). Moreover, this allowed for the reinsertion of Coca Cola light 237 bottle in every point of sale.