Weight:
20%
Words:
1000
Campaign: Coca-Cola – Share a coke gallery
Aims/Objectives:
To demonstrate the student’s ability to express a point of view on the effectiveness of the campaign from an IMC point of view and why they believe this was an award winning campaign.
Questions:
1) Coca Cola’s creative strategy involved creating a large experiential event to reignite the consumer’s interest and excitement by creating Share a Coke pop-up art Galleries around the country. Refer to chapter 10 of the Clow & Baack text (and other relevant scholarly sources) to discuss the effectiveness of the pop-up art galleries strategy used to achieve this goal.
2) What roles do social media and mobile technologies play in this IMC campaign? Do you think that is an appropriate use of technology given the target demographic of this campaign? Why? What other ways do you think social media and mobile technologies could have been incorporated?
3) Referring to chapter 10 of the Clow & Baack text, develop and describe a different ‘alternative marketing’ tactic that could be engaged during this campaign. Why do you believe this could be an effective strategy for this brand?
4) What criteria should be used to assess the success of this IMC campaign? Refer to chapter 15 of the Clow & Baack text (and other relevant scholarly sources) to support your answer.
Campaign details
Agency: Verve, The Live Agency
Client: Coca-Cola
Category: Product Launch/Relaunch/ Trial campaigns
Country: Ireland
Background
In 2013 the brand had launched into the Irish market with the Share a Coke campaign that saw the brand replace its iconic logo with over 250 of the most popular Irish names. Overall the brand had performed very well throughout 2013 -the Share a Coke campaign recognition was above norm and drinking intention had remained high. However while the campaign had been performing well maintaining this into 2014 was the immediate challenge.
The key message that Coca-Cola invites you to Share a Coke with friends and family was not working, while consumers agreed that Coca-Cola was a happy brand and invites me to find my name the sharing element of the campaign required more focus and attention.
The My Coke portfolio was currently holding 48.6% of the market share however they were seeing a steady increase in water drinkers and needed to drive the occasion back into the Coca-Cola brand.
National context of the campaign
In 2013 as part of their global ‘Share a Coke’ campaign, Coca-Cola swapped their iconic logo with 250 of the most popular names in Ireland, so consumers could ‘Share a personalised Coke’ with friends and loved ones.
Last Summer, the campaign was back, bigger and better than ever and this time with over 500 Irish names on bottles. The new bottles included very unusual Irish names that were never found on any personalised items making these new bottles a must have.
Objectives
. Launch the return of the Share a Coke campaign with a WOW innovative stunt across 3 key Cities- Dublin, Galway & Belfast
. Deliver a memorable and unique consumer experience
. Reconnect with the Coca-Cola target market (Families, teens & young adults)
. Drive instant consumption transactions
. Achieve a single minded consumer take out ‘Coke understands me’
Targets:
Drive Instant consumption transactions by 5%
Drive Volume share by + 1%
Grow brand love with teens and young adult
Strategy
After a very successful 2013 campaign Coca-Cola had to reignite the excitement, enthusiasm, engagement and shareability of the Share a Coke campaign for 2014.
The challenge was to create a localised launch that would arouse that same interest and generate talkability both on and offline.
The Insight?
Coca-Cola was inherently associated with happiness and they knew that consumers LOVE a personalised experience. How could they surprise and delight consumers with a shareable personalised experience using this insight?
Coca-Cola is a product for everyone so while specifically Coca-Cola targets 12- 35yr olds the activation was predominately focused on consumers sharing with each other whether that was with friends, families or loved ones.
There was no media spend behind this activation, it was a stunt aimed at generating natural talkability.
Other communication
Consumers were encouraged to tweet using the #shareacoke to drive the activity online.
Creative strategy
A large experiential event was required by Coca-Cola to reignite the consumer’s interest and excitement in the 2014 Share a Coke summer campaign.
By creating Share a Coke pop-up art Galleries around the country the client had delivered an innovative, engaging, memorable and experiential campaign placing Coca-Cola at the heart of the activity.
Mechanic:
Overnight Coca-Cola built three outdoor Share a Coke pop-up Gallery across the country. In Dublin, Galway and Belfast popping up overnight and displaying 500 pieces of personalised art all free for consumers to take home and share with their loved ones
Creative Execution:
The client created a bespoke high spec outdoor Gallery in high footfall City Centre locations. Luscious red carpets, branded arch entranceways and polished Brand Ambassadors added to the overall exclusive Gallery atmosphere.
Reach:
Coca Cola interacted with over 30,000 consumers both on and offline and specifically engaged with 7,500 consumers through the personalised pieces of art and sampling.
Amplification:
Every piece of framed personalised art displayed a gift tag informing the consumer the art was free and encouraging them to tweet using #shareacoke. This crucial social media element helped the client drive reach and virally announce the return of the ‘Share a Coke’ campaign.
Innovative:
Nothing like this had ever been done in Ireland before, but most importantly of all the brand was placed right in the heart of the consumers home among personal photos of family and friends, exactly where it needed to be to reconnect with the target market – families and teens.
Additional information
Results:
A Instant consumption transactions increased by 6.3 %, exceeded target by 1.3% (Neilsen)
B Increased volume share by +1.6% (Neilsen)
C Brand Love with teens increased by +5ppts among young adults increased by +2ppts (Kantar Data)
1,500 pieces of personalised art distributed
6,000 samples distributed
Over 30,000 interactions both on & offline
The Share a Coke Galleries delivered exactly what was required from the brand. Coca-Cola had successfully driven growth in volume, IC transactions and brand love but even more importantly they had delivered on the shareability of the campaign, something that was specifically required in order to maintain the momentum of the campaign.
This campaign can be accessed at http://www.warc.com.ezproxy.uw
Marking Criteria:
