Title	DELIVERING THE FEELING
Brand	THE COCA-COLA COMPANY
Product/Service	COCA-COLA
Category	E04. Response / Real-Time Activity
Entrant	SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
Idea Creation	SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE

Name	Company	Position
Konstantin Schneider	Saatchi & Saatchi Ukraine	Creative Director
Philip Hopta	Saatchi & Saatchi Ukraine	Art Director
Sergey Beloshickiy	Saatchi & Saatchi Ukraine	Senior Copywriter
Anastasia Ladina	Saatchi & Saatchi Ukraine	Account Director

The Campaign

Coca-Cola makes simple, everyday moments more special. That’s the message of the new global campaign ‘Taste the Feeling’. We wanted to prove it using real people in real time. We created - the world’s biggest ever delivery of feelings. We identified outdoor locations where target audience post photos, check in, and stream, parks, city squares, fairs, big events. We’ve had a car, equipped with the drones. And a software, which tracked the posts and Periscope-streams using geo-location mark. Then we commented on post “Do you wanna taste the feeling?” We offered to increase here and now ones’ emotions using Coca-Cola can. We asked people to choose the nickname or status. We immediately print it and speedily delivered by air.

Creative Execution

We identified outdoor locations where target audience post photos, check in, and stream, parks, city squares, fairs, big events. We’ve had a car, which travelled near these locations, equipped with the drones. And a software, which tracked the posts and Periscope-streams using geo-location mark. Then we commented on post “Do you wanna taste the feeling?” We offered to increase here and now ones’ emotions using Coca-Cola can. After confirmation, we asked people to choose the nickname or status. We immediately print it and speedily delivered by air.

The surprise and appreciation was quickly and widely shared, many deliveries viewed on broadcasts of live streaming video. Thousands of simple, everyday moments were made very special indeed. Via social media, millions people across the country and beyond got a taste of that feeling too.

In January 2016 Coca-Cola changed its communication platform. Instead of “Open Happiness” came a new platform “Taste the feeling”. First of all a new campaign was building around the taste of Coca-Cola and we were talking about very tasteful beverage. Accents of communication have been changed on simple everyday moments of joy and merriness, which could be enhanced by the taste of Coca-Cola: Coca - Cola - Simple Pleasure of drinking Coca - Cola makes every moment special. This communication was focused on the young audience. We should draw the attention and gain favor of young people. We made a decision to be in line with youth, to live and act according to their style, be close to them and support them. Taking into account the fact that modern adore to share their positive feeling with friends in live mode we settled on this territory and started interact with them.