The kick off of the ESC included a fashion show called Fashion for Europe, where several acclaimed designers would present their collections under the motto Building Bridges, a celebration of diversity and gender equality. A theme embodied by Conchita Wurst, the winner of 2014’s ESC and testimonial for the current Coca-Cola campaign.

A special coverage on selected style magazines and newspapers ensured a higher reach and distribution, followed by a close collaboration with 2 local fashion bloggers who covered the event closely from conception, behind the scenes and catwalk. The preview of the collection quickly gained recognition.

After an intensive voting, a lucky aspiring designer won the opportunity to share the stage with professional designers.

On the day of the event, thousands of fans got together for the opening Fashion Show at Vienna’s Town Hall.

The investment of €10k was more than doubled as shown in the return of investment with 2.28.

Due to high coverage via PR and ongoing optimisation during the execution, the FFE investment exceeded by approx. 128%.

With 1.250 votes, Facebook engagement reached an all-time high.

Print media resulted the highest share.

Advertising value of the event was primary represented via logo presence during the show.

Project additionally gained loads of PR generated through TV, print and online coverage.

Coca-Cola proved that knowing your audience and engaging them in something they love is the sweetest taste of success.