| Title | RADAR FOR GOOD |
| Brand | COCA-COLA COMPANY |
| Product/Service | DRINKS |
| Category |
A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
McCANN ERICKSON ROMANIA Bucharest, ROMANIA
|
|
Advertising Agency
|
McCANN ERICKSON ROMANIA Bucharest, ROMANIA
|
|
Media Agency
|
UM ROMANIA Bucharest, ROMANIA
|
Credits
| Adrian Botan |
Mccann Erickson |
Creative Chairman |
| Catalin Dobre |
Mccann Erickson |
Creative Director |
| Nir Refuah |
Mrm Worldwide |
Creative Director |
| Ioana Filip |
Bv Mccann Erickson |
Creative Director |
| Lia Bira |
BV Mccann Erickson |
Art Director |
| Valentin Lica |
BV Mccann Erickson |
Copywriter |
| Sandra Bold |
Mrm Worldwide |
Copywriter |
| Bogdan Teodorescu |
Mrm Worldwide |
Art Director |
| Laura Aldea/Amalia Jakab |
Bv Mccann Erickson |
Account Manager |
| Ionela Buta |
Mrm Worldwide |
Account Director |
| Matei Golcea |
Mrm Worldwide |
Account Manager |
| Victor Croitoru |
Um Romania |
Planning Director |
| Lavinia Chican |
Mccann Pr |
Pr Director |
| Sorina Iordan |
Mccann Pr |
Pr Manager |
| Carmen Bistrian |
Bv Mccann Erickson |
Pr Corporate Manager |
| Sandina Vlad |
Um Romania |
Media Manager |
The Brief
Coca-Cola believes that wanting to do good in the world is pretty much an unanimous desire.
However converting that desire into an action is the most difficult task.To make it all possible, we
partnered up with hundreds of NGOs who registered their volunteering opportunities into our app
and started promoting tutorials of the app using real people who genuinely helped those in need.
Soon, TV stars and popular figures of Romania joined the app and started to offer their help.
Media picked up the news and the app was soon promoted in most popular TV shows of
Romanian, which were inviting people to download the app and start doing good.
Creative Execution
Coca-Cola believes that wanting to do good in the world is pretty much an unanimous desire.
However converting that desire into an action is the most difficult task.To make it all possible, we
partnered up with hundreds of NGOs who registered their volunteering opportunities into our app
and started promoting tutorials of the app using real people who genuinely helped those in need.
Soon, TV stars and popular figures of Romania joined the app and started to offer their help.
Media picked up the news and the app was soon promoted in most popular TV shows of
Romanian, which were inviting people to download the app and start doing good.
Describe the creative solution to the brief/objective.
First, we launched the application featuring real people doing good by using the app.
From a chef cooking for the homeless people in the main train station, to students teaching your
children in public after school programs, people stepped in to find NGO-es and causes in their
near proximity and help out.
Soon, TV stations and stars joined in and featured our app within popular TV shows or displayed
messages of support and actions of good deeds made possible through this app.
Results
More than 20.000 volunteers downloaded the app.
Over 200 NGOs enrolled with 130 causes pinned on the map.
Top 3 NGOs increased their volunteer base: Samusocial (+50%), Invingem Autismul (+10%), Young Initiative (+25%).
3rd place in the top downloaded apps in April 2014, after two most viral games.
50% increase of volunteers
Brand love increased by 29%
Consumer happiness increased by 25%
The app gathered 24 millions media impressions, and worldwide media attentionAnd, most of all,
Coca-Cola changed people into good doers through a mobile solution: 1 in 10 mobile app users
involved in a cause every day.