| Title | SLURP! |
| Brand | THE COCA-COLA COMPANY |
| Product/Service | COCA-COLA |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
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 |
The Brief
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.
Describe how the promotion developed from concept to implementation
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.
Idea:
Please keep quiet during the movie. It's not the same with you in it.
Execution:
We recognized we had a creative platform that lent itself to executing a stunt, which could
potentially breakthrough the limited reach of traditional cinema ads.
Desired outcome:
Get people to think of Coca-Cola when they visit the cinema. The projected views of the cinema
ads were estimated to be around 150.000 views per year.
Describe the success of the promotion with both client and consumer including some quantifiable results
The response was loud applause . but even better- silence during the movie.
The stunt was picked up by local media, as well as a couple international ones, including Huffington
Post and Prez Hilton. The cinemagoers who experienced the stunt shared, tweeted
and posted their experience on their social networks.
By doing a stunt as extra to go with our traditional cinema ads, we recieved over a million views online in just 3 weeks ... rouglhy 600% higher than the estimated views from the client, for an entire year, with traditional cinema ads.
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.
Explain why the method of promotion was most relevant to the product or service
As much as everyone loves a cold Coca-Cola when they go to the movie, they hate being
interrupted by noises during the film. And slurping a Coca Cola is one of many noises that
interrups the movie experience.
Here, we had an opportunity to specifically use our product to make a more general statement.