Transcript Document

Coca-Cola
Drinks, Belgium
Background.
– Coca-Cola wanted to launch an
OOH campaign to be original & to
reach their core target.
– The marketing objectives were
differentiation and being Top Of
Mind during the end of the year.
Idea.
– An OOH campaign to reach the core target in an original
way.
– An innovative campaign for Coca-Cola in Railway
Stations & Tube reinforced by mass media in the 5 main
centres.
– Fully wrapped ceiling & wall in metro stations Louise, De
Brouckère, Porte de Namur & Arts-Loi.
– Big poster in the central hall of Brussels train stations.
– 80 panels including More O’Ferrall 36m² in Brussels,
Antwerp, Ghent, Charleroi & Liège.
Results.
– More than 80% liked the campaign
– High recall & attribution amongst the core
target
– Mass-media + creative use of OOH.
– Clever/appropriate use of environments for
reaching specific target audiences of
“actives” & young people.
Coca-Cola
Campaign details
“To stay a dynamic, young & innovative brand, you have to
differentiate yourself and this out-of-the-box campaign has
enabled us to achieve this goal and to bring happiness!”
Yves de Voeght, Coca-Cola Media Manager Belgium & Luxembourg.
Brussels
Media agency
Universal Media
Creative agency
Pinkeye
Specialist agency
Outdoor Services
Attribution
85%
Environment &
formats
Transit
Number of faces
80 MOF 36m² + fully wrapped ceiling
& wall Tube + 12m² poster in stations
Target audience
12-44 year olds
Audience
figures/Research
(Reach, Frequency)
Date & Duration
Total
55% spontaneous recall
High level of attribution: 85%
2011 - 3 weeks
89%
93%
2 months after the campaign finished
spontaneous recall levels remained very high
– 55% spontaneous recall
– 85% attribution
15-24
25-44
Media - Share of spend
Outdoor
19%
TV
67%
Internet
9%
Cinema
6%
OOH spend
€360,000
Source: MDB MediaXim
Coverage