Coca-Cola used a personalized label to address its consumers in a new marketing campaign. Cans with 115 names and 84 messages were available in Russia’s retail stores. However, with over 1000 names in total registered in Russia, our client faced a challenging task: to provide a personalized can for everyone who has not found their Coca-Cola in stores yet.
The agency developed an animation brand zone that traveled across the country, giving citizens of seven major Russia’s cities a change to write any name, nickname or even a message on a Coca-Cola can! A unique printing technology enabled printing out personalized cans instantly at the cite! Just put out you hand to a Vending Machine and get your Coca-Cola!
Результат Happy End
Geography & period: 18 June 2014 – 07 September 2014, central parks of Moscow, St Petersburg, Rostov-on-Don, Novosibirsk, Yekaterinburg, Novgorod and Krasnoyarsk. Park locations enabled us covering 95% of our target audience.
Results: 103% plan implementation; 109 605 personalized Coca-Cola cans produced; over 30 000 #моякокакола responses in social media