VeoVeo: #VEO VEO VITAMINWATER

Credits & Description:

Advertiser: COCA-COLA ARGENTINA
Agency: HUMAN
Category: Best Use of Games
Advertisers Supervisor: Hänle Karina (Human)
Account Manager: Gimenez Protons Berty (Human)
Digital Manager: Luca Franco (Human)
Copywriter: Orsolini Leo (Human)
Executive Creative Director: Peta Rivero Y Hornos (Human)

Outcome
we played every Wednesday over six weeks, getting to be trending topic for the six subsequent weeks.we achieved a 160% growth in our followers base.our action strengthened the link between the brand, colours and its home town, New York.

Implementation
A powerful and playful insight,the classic veoveo [spanish for I spy].A guessing game Argentinians learn in childhood: Have to guess a point of the city that is characterized by a colour. We came up with #veoveovitaminwater,taking the classic game to the most popular network today:Twitter. Instructions: 1:a place with a particular colour is selected and only the colour is says "I spy with my little eyes something that is red!" 2:hints are given to guide participants.3: participants start saying places or objects in that colour. our next step was to invite followers to play “I spy” by virtually walking the streets of New York by google street view platform,and visiting the most colourful sights in these city.

Relevancy
we needed to talk to a young, trendy, urban and digital audience in a fun way.we took twitter and we give it a twist, a fun game. we play to find colour in the city, the perfect link to the colourful bottles of the brand and the players were the young people we had to reach.

Client Brief Or Objective
vitaminwater is a colourful urban brand created in new york and identified with that city’s lifestyle. Being recently launched in Argentina, the brand had to attract the attention of the young adults segment.we had to carry out a fun, interactive, colourful action which could become viral.other objective was to grow our followers base twitter.