Title | SLURP! |
Brand | THE COCA-COLA COMPANY |
Product/Service | COCA-COLA |
Category |
A01. USE OF SCREENS IN A MEDIA CAMPAIGN |
Entrant Company
|
SAATCHI & SAATCHI Copenhagen, DENMARK
|
Advertising Agency
|
SAATCHI & SAATCHI Copenhagen, DENMARK
|
Production Company
|
M2FILM Copenhagen, DENMARK
|
Credits
Jason Mendes |
Saatchi/Saatchi Nordics |
Executive Creative Director |
Regner Lotz |
Saatchi/Saatchi Nordics |
Creative |
Jesper Isholm |
Saatchi/Saatchi Nordics |
Creative |
Christian Ørneborg |
M2 Films |
Film Director |
Casper C. Rasmussen |
M2 Films |
Producer |
Martin Gjerløff |
Saatchi/Saatchi DK |
Strategic Director |
Toke Lotz |
Saatchi/Saatchi DK |
Event Director |
Filip Stanfeld |
M2 Films |
Retoucher |
Simon Borch |
M2 Films |
Film Editor |
Toke Lotz |
Saatchi/Saatchi DK |
Case Video Editor |
Jeppe Kaltoft |
Upright Music |
Film Music |
Tobias Kropp |
Kropp Music |
Case Video Music |
Toke Lotz |
Saatchi/Saatchi DK |
Case Video Music |
Nanna Rosenstock |
Saatchi/Saatchi DK |
Film Producer |
Pil Bernth/Andersen |
Saatchi/Saatchi DK |
Event Producer |
Maria Dinesen |
Saatchi/Saatchi DK |
Account Director |
Results and Effectiveness
The projected views of doing cinema ads were estimated to be around 150.000 views per year.
Within the first 6 weeks, by doing a stunt along with traditional cinema ads we generated
over a million views online. Over 600% above the expected views. Not bad for a country of only 5 million people.
Total Media impressions the 6 weeks: 7.683.000
Earnt media: 1.468.208 Danish Kr (200,000 Euro) from a media budget of 0.
The stunt was picked up by local media, as well as international ones, including Huffington
Post and Prez Hilton to name a few.
The cinema goers who experienced the stunt shared, tweeted
and posted their experience on their social networks.
Creative Execution
Execution:
The media team recognized that we had a creative platform that lent itself to executing a stunt, which could
potentially breakthrough the limited reach of normal, passive cinema ads, which we were brief to do. They thought it would generate a lot of earnt media for the client as they client had a very limited media budget for traditional cinemas ads.
Desired outcome:
The projected views of the cinema ads were estimated by client research to be around 150.000 views per year. And by doing a media stunt, we smashed that by over 600%
Insights, Strategy and the Idea
Historically, In Danish cinemas, Coca Cola is as important to the movie going experience as popcorn is.
Recently, that market dominance has been challenged by other brands and products.
Regain the high ground by reminding people to keep quiet during the movie via cinema ads to
demonstrate Coca Cola understands how important the cinema experience is to people. And by doing so, maintain the high-ground along with popcorn.
Agency Insight:
Everybody hates when people make noise during a film. Everytime you make a noise you
suddenly become as obvious as the actors in it. You essentially become part of the movie.
Creative platform (Idea):
Please keep quiet during the movie. It's not the same with you in it.