Mobile > Social

COCA-COLA: PATH TO PEACE

OGILVY VIETNAM, Ho Chi Minh City / COCA-COLA / 2019

CampaignCampaignLayout(opens in a new tab)
Case Film
Presentation Image
1 of 0 items

Overview

Credits

OVERVIEW

Background

Trump and Kim really don’t like each other. So everyone was surprised when they decided to meet, June 12, in Singapore for a peace Summit.

Coca-Cola’s global message has always been about bringing people together and this was the perfect opportunity to highlight it. Even for the most unexpected people

Describe the creative idea

Coca-Cola’s global message has always been about bringing people together and this was the perfect opportunity to highlight it for our Target audience of 13 to 39 year olds.

We used Coca-Cola’s iconic ribbon as a path for peace for Trump and Kim to follow and meet peacefully in the middle. When they met in the middle of the path they shake hands and a silhouette of a Coca-Cola bottle is made underneath them

Helping Coca-Cola champion bringing people together once again. Even for the most unexpected ones

Describe the strategy

Coca-Cola’s global message has always been about bringing people together and this was the perfect opportunity to highlight it for our Target audience of 13 to 39 year olds. Our target uses social media and mobile to get updated which is why we used mobile ads on social media.

Our approach was to be relevant and push our global message of bringing people together during a monumental moment in history.

Describe the execution

Coca-Cola’s iconic color is red with simple white silhouette from the Logo to the iconic white ribbon. We used Coca-Cola’s iconic ribbon as a path for peace for the Trump and Kim to follow and meet peacefully in the middle. When they met in the path to shake hands a silhouette of a Coca-Cola bottle was made underneath the handshake. Our target uses social media and mobile to get updated which is why we used mobile ads on social media. This was launched on the day of the Trump and Kim Summit in Singapore.

List the results

The campaign reached 250+ million people in one week, engagement Rate was 6 times higher than average and 98% positivity on social media. All while reinforced Coca-Cola’s brand message of bringing people together in a peaceful and positive way

More Entries from Content for User Engagement in Mobile

24 items

Grand Prix Cannes Lions
THE WHOPPER DETOUR

Activation by Location

THE WHOPPER DETOUR

BURGER KING, FCB NEW YORK

(opens in a new tab)

More Entries from OGILVY VIETNAM

13 items

COCA-COLA: PATH TO PEACE

Food & Drink

COCA-COLA: PATH TO PEACE

COCA-COLA, OGILVY VIETNAM

(opens in a new tab)