Coca-Cola Christmas

x

Title

Coca-Cola Christmas

Advertiser:

Coca-Cola Company

Year:

2011

Source:

Clear channel Outdoor

Product Category:

Beverages - Non-Alcoholic, Consumer Packaged Goods

OOH Format:

Indoor, Outdoor

Country:

Belgium

Objective:

Coca-Cola wanted to launch an OOH campaign to be original & to reach their core target. The marketing objectives were differentiation and being Top Of Mind during the end of the year.

Target Group:

  • Active and young people.
  • 12 – 44 years old.

Strategy and Media Used:

  • An OOH campaign to reach the core target in an original way.
  • An innovative campaign for Coca-Cola in Railway Stations & Tube reinforced by mass media in the 5 main centres.
  • Fully wrapped ceiling & wall in metro stations Louise, De Brouckère, Porte de Namur & Arts-Loi.
  • Big poster in the central hall of Brussels train stations.
  • 80 panels including More O’Ferrall 36m² in Brussels, Antwerp, Ghent, Charleroi & Liège.

Results:

  • More than 80% liked the campaign
  • High recall & attribution amongst the core target
  • Mass-media + creative use of OOH.
  • Clever/appropriate use of environments for reaching specific target audiences of “actives” & young people.
  • 2 months after the campaign finished spontaneous recall levels remained very high–55% spontaneous recall
    –85% attribution