For real impact it was essential for activity to be huge in scale. This was achieved by: 1) using 280 outdoor vehicles, for two months, across Caracas; 2) media firsts such as covering the side of the largest shopping centre, with huge outdoor visible from ground and air; 3) sponsoring the first televised lighting of the Caracas Christmas tree; 4) sponsoring the New Year countdown on national radio.

From Coca Cola’s monthly tracking data. Top of mind brand awareness and the attribute ‘Coke is my favorite brand’ both increased by 2 points. Sales volume increased by 20% compared with the previous Christmas period.