A deserted holiday club site in northern Israel was rented for the summer and renovated. The site was transformed into the Coca-Cola hotel for youths for just one season.A dreamlike beach, swimming pools, cinemas, a nightclub, dining room and bars scattered along the beach, sport courts, Internet rooms, and leading Israeli star performances.In exchange for bottle caps and a small fee, youths could spend 72 hours at the Coca-Cola Hotel in the Coca-Cola Village.

The "Village" provided for a special, never seen before, experiential event. But the campaign did not end here.

A special network of web cameras filmed and broadcasted the "event".Also, special films that the youths created about their experiences in the village were used as promotional films, portraying the "Coke Side of Life".

A website contained exclusive blogs by young bloggers who resided in the village and accompanied the project.10,000 youngsters resided at the village, each for 72 hours. 500,000 youths viewed the special project website and a huge public relations campaign was created as a result, with media worth over $500,000.

The whole Club site was designed to be a youth club/vacation village, with all kinds of activities available around the village, including a beautiful beach, a swimming pool, all goods and Coca Cola beverages included, music live performances, parties, etc.

This unique campaign, that included 360 degree activities, from Internet through consumer involvement, use of blogs, marketing content and of course a never seen before experiential event, became the dream of every Israeli youth during the summer of 2008, and the hot topic of the day, throughout the country.

10,000 youngsters resided at the village, each for 72 hours. 500,000 youtsh viewed the special project website and a huge public relations campaign was created as a result, with media worth of over $500,000.

Post-campaign research proved a substantial rise in brand sympathy and its positioning as innovative, optimistic and suitable for the youth market. The brand was once again chosen as Israel's leading brand and strengthened its ranking in Israel's brand table.