Coca Cola Emotican Billboard
Can an ordinary billboard create excitement among people. The answer is a resounding ‘Yes’ because that’s what was done through a unique digital interactive experience created using an ordinary billboard for Coke’s Share a Coke campaign.
Challenge
Summer is a critical season for Coke consumption. The challenge was to convert Coke’s high brand recognition and brand love into consumption amongst teens.
Strategy
The youth crave a fun and exciting summer with great experiences instead of sitting at home bored and alone. What really energizes and excites them is sharing and being with friends but culturally, that’s a little difficult for them to do. The strategy for Coke was to use a channel to literally ‘share their feelings’ for other people. All in real time! Creating an experience that they would remember, talk about and share.
Execution
Coke provided teens with a unique and new experience to inspire them to express how they really feel with Vietnam’s first ever ‘interactive billboard’, where our billboard talked to consumers creating conversations about the Coke cans giving teens a reason to reconnect with their friends over the holidays.
Results
In just 1 day the video was watched 60,000 times and shared 13,000 times. By day 7 our talking billboard reach the 4th position of the most shared online video on the Viral Video Chart.
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