Activation, Integrated, Online, Outdoor

Coca-Cola – #colouryoursummer

For the first time in years, Coca-Cola didn’t run a TV ad in summer to talk to teens. Instead they trusted us to help speak to their audience in a more relevant way. It was a real leap of faith that ultimately paid off.

To re-engage teens, we tapped into a rich insight: that teens love to escape into their own little world, away from parents and adults. So we gave them such a world. We created a campaign that looked like traditional advertising to adults but was in fact a secret gateway into a rich online experience for teens.

By using the hashtag #colouryoursummer, teens discovered six limited-edition coloured cans were in fact readable codes: codes that unlocked different things depending on the colour combination.

Thanks to world-first mobile image recognition technology, teens unlocked 125 unique branded mobile games, 70 pieces of branded content, access to teen idols, real world experiences and activations, interactive online banners and social discussions.

Awards Recognition

This campaign has been recognised at both local and international shows including AWARD and Cannes where it received multiple Finalists and a SILVER Lion.

2016 – AWARD Finalist – Direct Marketing
2016 – AWARD Finalist – Integrated Campaign
2015 – Cannes SILVER – Best Use of Mobile Devices (Media)
2015 – Cannes Finalist – Best Use of Integrated Media (Media)
2015 – Cannes Finalist – Best Product & Service FMCG (Direct)
2015 – ADMA Creative and Effectiveness Awards Finalist – Mobile Marketing
2015 – ADMA Creative and Effectiveness Awards Finalist – Branded Content
2015 – Mumbrella – Ad Campaign of the Year
2015 – Mumbrella – Media Campaign of the Year