In the lead up to Freedom Day in South Africa – Coca-Cola wanted to create a spirit of celebration in and around the city. Something that would bring people of the Rainbow Nation together and mark 20 years of Democracy.

We chose one of the largest skyscrapers in the CBD to share our message.

But we didn't just show the symbol of the nation, we created it – real rainbows that appeared above our building for the city to see. On the road, where there was a billboard, and there were rainbows there too.

And because people have always wondered what’s at the end of the rainbow, we brought them down to the ground at activations in the city square to experience a moment of happiness.

Our objective was to let this happiness spread around South Africa via PR into the media and social media.

Bespoke packages were delivered to influencers in South Africa honouring their contribution and informing them what Coke was doing to mark the occasion. The media were invited to the events and several PR releases were distributed to the media containing details of when the rainbows were appearing and about the campaign.

The influencers spoke and posted about them on social networks and the news of South Africa’s rainbows spread like wildfire. Radio jocks and news channels and papers picked up on the story both locally and beyond South Africa’s borders.

We didn't just show the symbol we created it – real rainbows that appeared above our building, for the city to see and above our billboards for those on the road. Coca-Cola aimed to stop and delight people by enhancing their traditional outdoor media placements in a way that became a spectacle and for this happiness to spread in media and on social platforms.

Packages were delivered to influential South Africans, their own slice of the rainbow, to celebrate their contribution to making the rainbow nation great. The brightly coloured packs were customized to each person, relevant to themselves and their brand. The packs contained information about freedom month and what Coca cola was doing to celebrate it.

PR releases were distributed to the media sharing video content of what was happening during the month of April in celebration of Freedom Month.

From there the message spread.

Some came especially to see the rainbows, bringing their children to play, others, passers by stopping to enjoy the spectacle.

Regardless of where people saw the rainbow – it allowed them to mark the occasion of our 20 years of democracy and create a little moment of happiness.

News of our rainbow was picked up beyond SA’s borders -had people talking on twitter, got #RainbowNation trending & was featured on hundreds of sites, radio stations, newspapers & TV Stations around the globe.

Having only just finished, it is hard to gauge final ROI, but is already over 150% just counting PR.