Coca-Cola uses Kiss to create a festival atmosphere

Challenge: Over recent years, Coca-Cola has spent considerable effort building brand affinity with consumers. However, this year, we wanted to focus on a key message - that nothing refreshes like a Coke.

Coca-Cola: tie-up with Bauer's Kiss FM
Coca-Cola: tie-up with Bauer's Kiss FM

Client: Coca-Cola
Agency: Vizeum
Lead planners: Roxanne Lomas and Zoe Schmid

Teens and young adults (16 to 34-year-olds) needed to be reminded of this. Our challenge for the summer was to promote the product attributes and recruit teens back into the brand, while maintaining brand affinity.

Strategy

To tie Coke into the festival scene and engage with teens. Hinging on the statistic that 88% of 15 to 24-year-olds listen to the radio every week, we tied up with Bauer's Kiss FM, a brand already linked with the festival scene. While the product has historically been promoted in a visual way, we wanted to use sonic cues to convey that Coke is the most delicious and refreshing soft drink there is. Sounds of people opening and drinking Coke appeared in every piece of on-air activity.

Activity

A series of Kiss Does Summer on the Coke Side of Life promotions were staggered and run on Kiss over the summer, in the build-up to and following six major music festivals. Listeners could enter competitions to win tickets for themselves and three friends to events including Escape Into The Park, Gatecrasher, Ibiza Weekend and SW4. The 30 winners were also encouraged to file audio reports from the events and have their soundbites edited into features and broadcast on-air. A campaign microsite was created and branded to fit each festival. Following the events, Kiss transmitted branded content from the festivals and end-of-summer shows. Other activity included i-Phone compatible pre-rolls.

Results

Research from Millward Brown revealed that teens thought the Kiss activity conveyed the message that nothing is as refreshing as a Coca-Cola, that Kiss and Coke are natural partners, that Coke's links to festivals are relevant, and that the campaign's execution was upbeat and fun. It also delighted the client, renewing its interest in radio as an ad medium.

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