We conceived an exceptional fund-raising promotion to raise awareness of the partnership between Coca-Cola and 3FM Serious Request.

Dutch singer Dennis created a Christmas single that everybody could sing along with by calling 0909-8668. Each caller automatically donates EUR 1.30. It’s ingenious – every voice is heard on the official single and everybody wants their voice on the track. It’s not a talent contest, but a fund-raising promotion that taps into modern technology. We transform mobile phones into microphones. Forty artists participated in Band-Aid 1984. Now, for the first time in the world, everyone in the Netherlands can sing along to support the good cause.Leading Dutch radio deejay Giel Beelen premieres the Christmas single. PR, non-spot promotions, radio commercials and banners call everyone into action. Active posting results in Dutch stars including rapper Ali B becoming an endorser on his YouTube channel. Everyone can listen to and forward his or her personal version on the promotional site. Plus everyone can sing LIVE with Dennis and buy a limited edition 4-pack of Christmas bottles at the Coca-Cola Christmas Truck. A ‘Gold Record’ and 110,000 euros in donations are presented on 24 December at the ‘Glass House’ in Breda, the Netherlands.

3FM deejay Giel Beelen premieres the Christmas single. National/regional news and music editors are informed of the 3FM Serious Request. Deejays respond enthusiastically. They play the single, invite Dennis to be a guest in the Glass House which is broadcast on BNN TV. A radio commercial appeals to the public to listen to their song and forward it. Thanks to active posting, Dutch rapper Ali B is an endorser on his YouTube channel, Dennis appears on TMF Reaction and the track can be downloaded on i-Tunes, etc. There is a regional press release about the Christmas markets that Coca-Cola Surprisetruck featuring Dennis will be visiting. On 24 December, every voice is incorporated into the biggest background choir ever, 12,500 Dutch people let their voices be heard or download the single for a voluntary donation. The proceeds and gold record (25,000 copies sold) are presented at the Glass House in Breda.

All in all, the PR campaign has far exceeded the predetermined goals.

Business goals:Three ingenious PR moments resulted in free publicity valued at more than 400,000 euros (goal: 200,000 euros).

Communication goal: More than 12,500 people in the Netherlands made their voice heard and contributed to the good cause (goal: 10,000 voices). When added with the thousands of downloads, On My Way (for X-mas Day) becomes a golden record. Note: Coca-Cola raised a total of 110,000 euros for 3FM Serious Request. This is the total number of all the voices plus the proceeds from the sale of the 4-pack limited edition Christmas bottles.