Brand Experience and Activation > Use of Promo & Activation
DRAFTFCB SOUTH AFRICA, Johannesburg / COCA-COLA / 2014
Awards:
Overview
Credits
ClientBriefOrObjective
In the lead up to Freedom Day in South Africa – Coca-Cola wanted to create a spirit of celebration in and around the city. Something that would bring people of the Rainbow Nation together and mark 20 years of Democracy.
Implementation
We chose one of the largest skyscrapers in the CBD to share our message.
But we didn’t just show the symbol of the nation, we created it – real rainbows that appeared above our building for the city to see -made by capturing the sun at a specific angle through a mist of non-drinkable recycled water.
On the road, where there was a billboard, there were rainbows too.
And because people have always wondered what’s at the end of the rainbow, we brought them down to the ground. For over a week, these activations ran at the largest city square.
Outcome
Some came especially to see the rainbows, bringing their children to play, others, passers by stopping to enjoy the spectacle.
Regardless of where people saw the rainbow – it allowed them to mark the occasion of our 20 years of democracy and create a little moment of happiness.
News of our rainbow was picked up beyond SA’s borders -had people talking on twitter, got #RainbowNation trending & was featured on hundreds of sites, radio stations, newspapers & TV Stations around the globe.
Having only just finished, it is hard to gauge final ROI, but is already over 150% just counting PR.
Relevancy
Being the antidote to modern day woes, Coca-cola always strives to deliver moments of happiness. Bringing real rainbows to the people of the rainbow nation celebrates the happiness that comes with 20 years of democracy.
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