Mezzo: KISS OR NOT APP

Credits & Description:

Advertiser: COCA-COLA DEUTSCHLAND
Agency: G2 GERMANY
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertising campaign: KISS OR NOT APP
Senior Concept Designer: Liane Richter (G2 Germany)
Web Developer: Tobias Stohr (G2 Germany)
Account Supervisor: Marc-Peter Rathsack (G2 Germany)
Creative Director: Martin Steinhausen (G2 Germany)
Creative Director: Tina Krahne (G2 Germany)

Relevancy
mezzo mix’ Target Group starts at 14 - an age where flirting & kissing is highly relevant. Also there’s nothing more interesting for Teens & Twens than knowing who's interested in them. Our App did the job - letting you vote, flirt & virtually kiss other people and for the first time on Facebook, you were able to see who's interested in you. So mezzo mix did on Facebook what it does in real life: celebrating friendship, having a good time - and bringing different tastes together with a kiss.

Outcome
Did we turn efficient Helmut into hot-blooded Helmut? So it seems: within 5 months Helmut & Co exchanged 1 Mio. kisses. In terms of contacts that's triple the TVC Return on Investment - a new benchmark within the Coke advertising universe! End of 2012, mezzo mix had more than 155.000 fans - that’s three times more than expected - and counting. Our most liked outcome still: though market leader Schwip Schwap sells its products only half the price, 31% of the target group claimed that mezzo mix is worth a higher price! As a consequence, leadership in classical retail markets was recaptured.

Client Brief Or Objective
In 2011, Coca-Cola Germany launched their first mezzo mix social media installment - in a closed community. Our Brief was to develop something bigger - this time in an open Community: Facebook. We were to attract existing as well as new customers with a "playful social media execution" of mezzo mix' brand asset "kiss". Our strategy was twofold. 1st: A nice communication idea to playfully bring the asset "kiss" to life. And 2nd: to bring added value by making every Facebook user's dream come true: to be able to see who has visited your profile.

Implementation
Germans are famous for Beer, Cars and Efficiency. They’re totally not famous for being great lovers. We wanted to change that - using mezzo mix, "the irresistible kiss" of Cola & Orange, and our "KISS or NOT" Facebook app. It let's you send kisses to other users, playfully bringing to life what mezzo mix is all about: a perfect kiss of two flavors - Orange and Coke. The Brief's goal was 50.000 Fans within 6 months - we reached that goal already after 3 months, and as of today, we have more than 174,000 fans.