The campaign aims to drive reappraisal, build brand love and increase sales amongst young adults during the holiday season by enhancing the enjoyment and experience of drinking an icy-cold Coke in ‘A Perfect Serve’.
To bring the campaign to life, more than a dozen key influencers across the music, art, lifestyle, food and fashion verticals have also partnered with the brand and will encourage their fans to share their Summer Classic Coke moments. They include Australian DJ Hayden James who has composed a fresh summer soundtrack to feature in some of the digital content.
In an exciting first for the brand in Australia, Coca-Cola has developed Snapchat lens for their summer campaign including one to go live on New Year’s Day which will allow users to interact with Coke in a new way.
Kate Wilson, Coca-Cola South Pacific IMC manager (sparkling) said: “There are a number of ‘firsts’ in our summer campaign this year including the exciting launch of the Coca-Cola AU Snapchat channel. This platform provides us with the perfect opportunity to bring to life the campaign through an impactful, real-time and relevant connection point that resonates with our audience. We hope the campaign inspires young Australians and shows them a fresh and surprising side of our brand. This year we’ve taken a different approach, challenging our consumers in surprising ways through music and artistic content as well as using social and digital to drive awareness amongst youth.”
The multi-million dollar integrated marketing campaign will feature in out-of-home, mobile and cinema, experiential marketing, PR, social and influencer engagement, as well as point of sale shopper marketing. Digital content will run across catch-up TV, Vevo and YouTube in 15 and 30 second cut-downs through programmatic advertising. The social content includes GIFS positioning the perfect serve of Coca-Cola as a catalyst to experiencing idyllic summer moments with friends and brings them to life in visually surprising and unexpected ways.
In a new twist to building awareness for Coca-Cola, street art murals will bring the campaign to life across iconic urban sites in Sydney, Melbourne and Brisbane. Sydney-based street artist Mulga has been working with Coca-Cola over recent months to create the murals and artwork that will feature across social media, online video, digital and OOH – including on the iconic Kings Cross billboard.
Known for his unique, vivid colours and authentic style, Mulga’s art brings to life a kaleidoscopic world where tigers wear diamond sunglasses and gorillas in top hats rule the world. Coca-Cola commissioned the Australian artist’s work for the campaign as the brand aims to deliver content that millennials can connect with – content that is genuine, engaging and authentic.
His artwork also features as part of wider experiential activations, including on the Classic Coca-Cola Truck as it travels around the country this summer inspiring people to create their own perfect serve. The retro truck aims to deliver ‘surprise and delight’ moments to Australians on road trips or at events including food festivals, night markets and open air cinemas.
With four flavours on board and the ability to serve a combination of 56 different drinks (including spiders with ice cream), the retro truck will be a refreshing addition to hot summer days. It will be serving up icy-cold Coca-Cola including Classic, Diet, Zero and Ginger at activations across NSW, QLD and Victoria finishing up in March 2017.
Source: Campaign Brief