We designed the Coca-Cola Ski Hotel in Les Trois Vallees (a mecca for skiers). Danes could travel there or win the opportunity for a unique experience.Carefully selected partners Nortlander, Rossignol, Samsung, Playstation, Cofoco and international artists were fused together ensuring a holistic experience from ski fit sessions to entertainment, providing innovative ways to drive traffic, spread content and most importantly reflect existing passion points for Coke and its audience.A happiness manager (the recruitment of which was a social and engaging consumer marketing event in itself) generated and shared content to inspire Danes at home while media partners, plus support of the entire town and mayor ensured we created a sensation in Denmark. An approach of continuously evolving community stories helped keep the idea fresh across social and partner sites and a media strategy incorporating high end fashion sites with credibility sports fixtures secured maximum impact at minimum cost.

•Sales up 15.1% in a market where market shares are almost stagnant representing the strongest growth in over 6 years •Brand love increased by 30% (from an already established and well loved brand)•The idea paid for itself securing 97% room occupancy (across low and high season periods) a formidable achievement for a new hotel offering in a recession•More than two thirds of the target audience entered the competition, i.e. twice the average participation rate•Seamless partner integration boosted budget in excess of 40% •2,500 instore activations, galvanising and inspiring the sales force