Title	MICHA’S SURPRISE
Brand	COCA-COLA
Product/Service	COCA-COLA
Category	A03. Online: Fiction & Non-Fiction
Entrant	OGILVY & MATHER BERLIN, GERMANY
Idea Creation	OGILVY & MATHER BERLIN, GERMANY
PR	ROTH & LORENZ Stuttgart, GERMANY
PR 2	FISCHER APPELT FURORE Hamburg, GERMANY
Production	STORZ & ESCHERICH Berlin, GERMANY
Production 2	BAKERY FILMS Hamburg, GERMANY
Production 3	PHIL GLANDIEN Berlin, GERMANY
Production 4	MEDIACOM GERMANY Düsseldorf, GERMANY
Additional Company	COCA-COLA Berlin, GERMANY
Additional Company 2	VOGT CASTING Hamburg, GERMANY

Name	Company	Position
Dr. Stephan Vogel	Ogilvy Germany	Chief Creative Officer
Tim Stuebane, Birgit van den Valentyn	Ogilvy Germany	Executive Creative Director
Bjoern Kernspeckt	Ogilvy Germany	Creative Director
Johannes Jost, Christoph Hubrich	Ogilvy Germany	Art Director
Carlos Pabon	Ogilvy Germany	Copywriter
Stephen Kimpel, Sonja Philipp	Ogilvy Germany	Account Management
Georg Ilse, Manuel Kappmeyer	Ogilvy Germany	Agency Producer
Kai Sehr	BAKERY FILMS Filmproduktion GmbH	Director
Johannes Hubrich	BAKERY FILMS Filmproduktion GmbH	Editor
Tini Schwarz, Stefan Schuh	BAKERY FILMS Filmproduktion GmbH	Film Producer
Jalaludin Trautmann	BAKERY FILMS Filmproduktion GmbH	DOP
Phil Glandien	Phil Glandien	Music Production
Isabel Kuehnel, Verena Gemeiner	MediaCom Germany	Media Manager
Peter Frost	Roth & Lorenz GmbH Agentur für Erlebniskommunikation	PR Manager
Fabian van Appen, Catherine Hoffmann	Fischer Appelt (Social Media)	PR Manager
Christoph Isenbuerger, Lars Senhen, Johannes Haefner, Melanie Niekant, Philip Hartmann	Coca-Cola GmbH	Advertiser's Supervisor

The Campaign

Nothing is more powerful than a real story. Under the pretext of making a documentary about his job, we accompanied truck driver Micha over 2,000 km on one of his truck tours. At the end we surprised him with an unforgettable reunion with his family. From this story we created a highly emotional film for social media – linked to Coke.de. On the website, everyone had the chance to create and send special-time vouchers for their loved ones.

Creative Execution

The film was placed first on Coke's Facebook page on December 15th. Just 2 days after shooting the main surprise. Sponsored Facebook ads, YouTube pre-roll ads, Instagram posts and PR placements of the story supported the posting. The aim was to reach as many viewers as possible in a short period of time, as Christmas was just a couple of days away.

Micha’s story went straight to the heart and became a viral hit. In just 10 days, the campaign reached 7.2 mio views, 90,645 likes and stunning 58,063 shares. True to our motto “spend time together”, the film inspired people to give special-time vouchers to their loved ones, worth 890,678 hours, on Coke.de.

Coca-Cola started once again its Christmas campaign under the motto: “Make someone happy”. Our message was present everywhere, but we knew we had to back our talk up with action and that the strongest message we could deliver was a real story that would touch people's hearts. We found Micha's story and filmed the surprise for the Coke social media channels. Social media is the place where our consumers interact the most amount of time with our brand. We hade to give them the best and most entertaining content possible in order to not lose their trust.

Coca-Cola wants to talk to people of all ages and social backgrounds who believe that the world can be a better place. In order to reach such a vast target audience, we developed a highly emotional branded content piece. Micha's story had to objectives – reach people's hearts during Christmas and increase traffic to the main Coca-Cola website, Coke.de. On the site, visitors had the chance to submit and create their own non-commercial gift-vouchers for friends and family. A user-friendly personalization web-tool completed the experience. This personalization web-tool gave Coca-Cola also valuable CRM data that is key for future Coke marketing campaigns.