Title	URSULA'S CHILDREN
Brand	COCA-COLA
Product/Service	COCA-COLA
Category	B01. Fast Moving Consumer Goods
Entrant Company	OGILVY GERMANY Frankfurt, GERMANY
Advertising Agency	OGILVY GERMANY Frankfurt, GERMANY
Media Agency	MEDIACOM Düsseldorf, GERMANY
Production Company	PLEXUS PRODUCTION Hamburg, GERMANY

Name	Company	Position
Dr. Stephan Vogel	Ogilvy Germany	Chief Creative Officer
Tim Stuebane/Birgit Von Den Valentyn	Ogilvy Germany	Chief Executive Officer
Johannes Jost	Ogilvy Germany	Art Director
Carlos Pabon	Ogilvy Germany	Copywriter
Erik Huettenberger/Stephen Kimpel	Ogilvy Germany	Account Management
Michael Willeke/Philip Hartmann/Melanie Niekant/Lars Senhen	Coca-cola Gmbh	Advertiser's Supervisor
Peter Hayo/Christian Menzel	Perky Park Music Gmbh/Der Sound	Music Composer
Georg Ilse/Manuel Kappmeyer	Ogilvy Germany	Agency Producer
Pirates ´n Paradise Berlin Gmbh	Pirates ´n Paradise Berlin Gmbh	Animation/Special Fx
Giesing-team Tonproduktionen Gmbh/Studio Funk Gmbh/Co. Kg	Giesing-team Tonproduktionen Gmbh/Studio Funk Gmbh/Co. Kg	Audio Production
Pirates ´n Paradise Berlin Gmbh	Pirates ´n Paradise Berlin Gmbh	Picture Editing
Simona Daniel/Timm Reinfarth	Plexus Productions Gmbh	Filmproduction
Joerg Offer/Oliver Waldhauer (the Dons)	Plexus Productions Gmbh	Director
Jan Philipp Grelich/Patrick Lang	Plexus Productions Gmbh	Dop
Katja Fischer	Pirates N Paradise Berlin Gmbh	Editor
Kai Hoffmann	/	Sound Design/Engineer

The Campaign

On Christmas 2014, we set out to strengthen the connection between Coca-Cola and the most beautiful of seasons. We knew that in order to be relevant, we needed an idea that could generate real emotions and meaningful stories: 'Make someone happy'. An idea to positively change cultural behavior, inspired by the true spirit of Christmas and absolutely meaningful to our consumers. We started by asking people to submit their wishes for others on Coke.de. While the campaign was still running, we selected one of the most beautiful wishes and made it real and big– a wish for Ursula. Until her retirement in 2013, Ursula had been the longest-serving midwife in the state of Brandenburg, Germany. She delivered over 10,000 healthy children. The families of some of these children had the wish to say 'thank you' to Ursula. Together with them, we organized the surprise: a gathering in front of her house with hundreds of children she had delivered. We filmed the surprise and placed it as content in social media and blogs. PR relevance: Midwifes are self-employed in Germany and a key part of the health system. Their job is recognized and admired by society, but in danger of disappearing. Skyrocketing liability insurance premiums have led many midwives to look for other jobs. Some regions are already suffering a lack of available care. The 'midwife crisis' is an ongoing topic in the media, and our campaign put the spotlight on a group of unsung heroes that deserve our attention and recognition.

The Brief

Our goal was to strengthen the connection between Coca-Cola and Christmas. We knew that in order to be relevant, we needed a campaign idea that could generate real emotions and meaningful stories: 'Make someone happy'. An idea to positively change cultural behavior, inspired by the true spirit of Christmas and absolutely meaningful to our target group. We started by inspiring as many people as possible to submit their wishes for others on Coke.de. While the campaign was still running, we selected one of the most beautiful wishes, from thousands of submissions, and made it real and big.

Execution

During the campaign we encouraged consumers to submit a wish for others on Coke.de. We wanted to prove that these submitted wishes could indeed come true. Two weeks before Christmas, we selected one wish from thousands of submissions and made it real and big – a wish for Ursula Michel. Until her retirement in 2013, Ursula had been the longest-serving midwife in the state of Brandenburg, Germany. She delivered over 10,000 healthy children. The families of some of these children had the wish to say 'thank you' to Ursula. Together with these families, we organized the surprise: a gathering in front of her house with hundreds of children she had delivered. We filmed the surprise and placed it as content in social media and blogs. The reaction was overwhelming, and the media quickly picked up Ursula's story, generating even more wish submissions.

In just 10 days, Ursula's film reached 4,092,896 views, 2,409,733 PR contacts, 56,213 likes and 9,081 shares. Ursula's story inspired many others, and instead of the expected 25,000 wishes, more than 60,000 wishes were submitted on Coke.de. The campaign generated a volume increase of 2.3 during the Christmas season, underlining our status as the official brand of the most beautiful of seasons, strengthening the connection with our consumers.

The Strategy

Coca-Cola wants to talk to those that see the glass as half full instead of half empty. People of all ages and social backgrounds who believe that the world can be a happier place. In order to reach such a vast target audience, we developed an overall campaign that would touch everyone during Christmas: 'Make someone happy'. To increase the viability of our highly emotional content, we decided to seed it via social media.