| Title | BUS STOP |
| Brand | COCA-COLA |
| Product/Service | COCA-COLA |
| Category |
A06. USE OF PRINT OR STANDARD OUTDOOR IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
THE CYRANOS McCANN Barcelona, SPAIN
|
|
Advertising Agency
|
THE CYRANOS McCANN Barcelona, SPAIN
|
|
Production Company
|
LANDIA Madrid, SPAIN
|
Credits
| Leandro Raposo |
The Cyranos Mccann |
Creative President |
| Pablo Colonnese |
The Cyranos Mccann |
Executive Creative Director |
| David Fernández/Joaquín Espagnol/Pedro Rego/Víctor Gómez |
The Cyranos Mccann |
Creative Directors |
| Marc Sánchez |
The Cyranos Mccann |
Copywriter |
| Oscar Amodia |
The Cyranos Mccann |
Art Director |
| Oriol Bombí |
The Cyranos Mccann |
Head Of Strategic Planning |
| Alba Riart |
The Cyranos Mccann |
Production Manager |
| Marta Grasa |
The Cyranos Mccann |
Account Director |
| Guido Rosales |
The Coca/Cola Company |
Europe Group Integrated Marketing Director |
| Javier Sánchez Lamelas |
The Coca/Cola Company |
Vice Presidente Marketing Europe |
The Brief
They thought a screen was linking them to someone miles away, until they met face to face in the
same bus.
Describe how the promotion developed from concept to implementation
To celebrate Valentine´s day, bus shelters were equipped with video conference screens, inviting
people to say something sweet to someonehow was miles away.
Thanks to the distance and the videodconference medium, people let go and plucked up the
courage to say nice things. From flattering compliments, to comments we can´t repeat here,
including formal proposals marriage.
But to their surprise and everyone else´s, once on the bus, when there wa no backtracking on
what they had said and promised, the discovered that rather than miles, they wer actually only
meters away, just one stop away.
Happy Valentine´s day.
Happiness grows when you share it.
Describe the success of the promotion with both client and consumer including some quantifiable results
In Valentines Day more than 800 people said something to another in Bus Stop action.
The action was covered by major local media making 250,000 euros on average earned.
Over 150 pairs of cokes were distributed on buses.
Explain why the method of promotion was most relevant to the product or service
Because it relates the brand to happiness.