The Coca-Cola Company
Kymbat Ibrayeva - Media Group Head
Sofiya Kassymkhanova - Senior Media Planner
Anastasiya Li – Senior Digital Planner
INSIGHT
For Kazakhstan, it is morally acceptable to take someone else’ food and drinks from shared fridge, and they sometimes share it and at the same time no one knows who ate or drank it.
THE MAIN IDEA OF COMMUNICATION:
The communication was based on an insight, which transformed into the main idea of the campaign, that Coca-Cola Zero Sugar is so good that they are ready to steal it from the refrigerator and drink it. I have to protect Coke Zero at all costs! But someone stole it anyway
THE MAIN TASK
Show how Coca-Cola Zero Sugar is a desirable drink, that they are ready to steal it when you don't see it. Engage characters (little hunters) who are looking for Coca-Cola Zero to drink it
IMPLEMENTATION:
To achieve this task, we used a non-standard OOH (Firewall) in Almaty. We created a robbery scene where the main thief, sitting on the roof of the building, sips through a large pipe of Coca-Cola Zero Sugar.Because of It's hard to withstand the urge to try Coca-Cola Zero Sugar because it's so irresistibly tasty that no one can resist!
In order to reveal the scene of our OOH composition, we decided to create a dynamic version of the main story in which the character of Coco-Cola Zero Sugar drinks the best cola in the world, and announce it in the popular city public @sxodim on Instagram to attract more attention. Our partners have completely rendered our character and added it to the video in such a way as to create a reality effect. After that, the video was uploaded to the public
RESULTS:
OOH – number of contact 436 00
Video publication:
168 592 VIEWS DURING FIRST 2 HOURS
137 920 UNIQUE REACH DURING 1ST DAY
130 COMMENTS WITHIN 20 MIN
2 416 likes