| Title | FESTIVAL BOTTLE |
| Brand | COCA-COLA |
| Product/Service | COCA-COLA |
| Category |
C04. Competitions & Promotional Games |
|
Entrant
|
McCANN BUCHAREST, ROMANIA
|
|
Idea Creation
|
McCANN BUCHAREST, ROMANIA
|
|
Media Placement
|
UM BUCHAREST, ROMANIA
|
|
PR
|
McCANN PR Bucharest, ROMANIA
|
|
Additional Company
|
MRM//McCANN BUCHAREST, ROMANIA
|
Credits
| ADRIAN BOTAN |
MCCANN EMEA |
GLOBAL EXECUTIVE CREATIVE DIRECTOR |
| CATALIN DOBRE |
MCCANN ROMANIA |
EXECUTIVE CREATIVE DIRECTOR |
| JONAY SOSA |
MCCANN ROMANIA |
CREATIVE DIRECTOR |
| SIMONA SUMAN |
MRM // MCCANN BUCHAREST |
CREATIVE DIRECTOR |
| LIA BIRA |
MCCANN ROMANIA |
ART DIRECTOR |
| MIHAI VASILE |
MRM//MCCANN ROMANIA |
SENIOR COPYWRITER |
| MARIA CARRILLO |
MCCANN ROMANIA |
ART DIRECTOR |
| AMALIA JAKAB |
MCCANN ROMANIA |
GROUP ACCOUNT DIRECTOR |
| MADALINA PATACHIA |
MCCANN ROMANIA |
ACCOUNT MANAGER |
| DIMITRIS TSOUTSOS |
MCCANN ROMANIA |
STRATEGY DIRECTOR |
| TIBERIU MUNTEANU |
MCCANN ROMANIA |
AV MANAGER |
| ALEX POPA |
MCCANN ROMANIA |
AV PRODUCER |
| VLAD HODOR |
MCCANN ROMANIA |
DESIGNER |
| MEETO |
VIDEOEDIT |
FILM DIRECTOR |
| RADU VOINEA |
VIDEO EDIT |
DIRECTOR OF PHOTOGRAPHY |
| ANDREEA SOFRONE |
MRM // MCCANN ROMANIA |
ACCOUNT DIRECTOR |
| ROCSANA MARIN |
MRM//MCCANN ROMANIA |
ACCOUNT MANAGER |
| IOANA ENACHE |
MRM // MCCANN ROMANIA |
COPYWRITER |
| CORINA IONITA |
MRM // MCCANN ROMANIA |
SENIOR ART DIRECTOR |
| DANA CHITRUSCA |
UM ROMANIA |
ACCOUNT DIRECTOR |
| OANA GRIGORE |
UM ROMANIA |
SENIOR MEDIA PLANNER |
| SANDINA CRISIARCU |
UM ROMANIA |
STRATEGY DIRECTOR |
| VICTOR CROITORU |
UM ROMANIA |
CEE STRATEGY DIRECTOR |
| RAMONA RADU |
UM ROMANIA |
CONTENT MANAGER |
| ANDREEA GAVRILESCU |
UM ROMANIA |
DIGITAL PLANNER |
| CRISTIAN ENE |
UM ROMANIA |
DIGITAL LEAD |
| LAVINIA CHICAN |
MCCANN PR ROMANIA |
SENIOR PARTNER |
| MIAELA DUMITRASCU |
MCCANN PR ROMANIA |
ACCOUNT DIRECTOR |
| MARIA IORDACHE |
MCCANN PR ROMANIA |
PR MANAGER |
| SIMONA IONESTI |
MCCANN PR ROMANIA |
DIGITAL & INFLUENCERS SPECIALIST |
Why is this work relevant for Brand Experience & Activation ?
Coca-Cola Festival Bracelet is a national consumer promotion developed in Romania, driven by an innovative musical experience right from its labels, which invigorated promo mechanics & partnerships enhancement with the biggest music festivals. From a very relevant insight, it provided a strengthening brand experience to teens through a promo like a festival experience and restating Coca-Cola’s leadership position. The promotion’s power and success resided in the complete brand experience which lasted also after the promotion ends, as the bracelets could be worn as memorabilia.
Background
Teens are always searching for cool experiences. Experiences they collect, experiences they are proud of. But with 5 major festivals happening in Romania in the summer of 2017, most teens won’t afford to attend them all. And going to a festival is the hottest thing to do!
To reconnect with the teen audience, Coca-Cola wanted to become the ticket to great experiences and reinforce its role as a moment enhancer.
We launched a product innovation, transforming millions Coca-Cola labels into festival wristbands that can offer access to the hottest summer events.
Describe the creative idea
The Coca-Cola Festival Bottle: a product innovation that transformed the labels of millions of bottles into access wristbands to the coolest festivals and experiences.
How does it work?
1. Detach the wristband from the label
2. Scan the code with the special app and see if you won
3. Put the wristband on and use it to enter the festival
Describe the strategy
Teens are always searching for cool experiences. Experiences they collect, experiences they are proud of. But with 5 major festivals happening in Romania in the summer of 2017, most teens won’t afford to attend them all. And going to a festival is the hottest thing to do!
To reconnect with the teen audience, Coca-Cola wanted to become the ticket to great experiences and reinforce its role as a moment enhancer.
We launched a product innovation, transforming millions Coca-Cola labels into festival wristbands that can offer access to the hottest summer events.
Describe the execution
8 different designs inspired from teen’s icons & lifestyle, like graffiti, music, and internet culture, were printed on millions of 500 ml and 750 ml Coca-Cola bottle labels.
Detach the wristband from the label, scan the code with the special app and if you won, put the wristband on and use it to enter the festival
The wristband would glue on the wrist, being made from the same plastic material as the regular label, and could be worn for many days during the festivals, or as a memorabilia before and after the events.
The wristband could also unlock other surprising music experiences, like offer access to concert backstage, where you could meet the hottest Romanian musicians.
Coca-Cola Festival Bottle campaign was communicated on a wide media mix: TV, OOH, radio, dedicated online site & mobile app, in-store, social media.
List the results
After only one month, Coca-Cola Festival Bottle campaign became the most successful promo campaign in Romania, run exclusively on small formats, with no promo-price used, leading to increased sales with +11% vs LY on 500ml bottles.
It broke fast the record for valid registrations – 281,637 entries, meaning 72% more unique participants than the previous most successful promo activity.
Coke Scan’s app became 1st app in AppStore & Playstore entertainment category, being rated as 4 out of 5 points.
In one month, the campaign reached 85% of Romanian teens, gathering 34,256,000 media impressions on all media channels