Nominalizarile obtinute la FIBRA #2:
- Social Media
- Live Shows & Festivals
- Integrated
- Sponsorship, Partnership & Endorsements
- Branded content & entertainment
PRESENTING THE CASE
Campaign / Execution Summary
Coca-Cola had to reconnect with the younger audience, who was slowly losing touch with the brand.
The brand tapped into the insight of a new generation – wanting to become online celebrities and made this an objective. Presenting Romania’s Next Big Vlogger - a national promotion turned into a talent show, with a different prize: internet fame. To enter the competition teens had to choose one of the 7 influencers as mentors, take their challenge and get voted. The cans served as a connection throughout the campaign. Thousands of submissions, 14 made it to the bootcamp and only one won and became the face of future Coca-Cola campaigns.
Context / Problem / Opportunity / Insight
An iconic brand to previous generations, Coca-Cola was slowly losing touch with the new one, who was switching to the competition. Coke had to reconnect with the younger audience.
To do that, it tapped into the insight of the new generation – the desire for fame. More specifically, internet fame. This turned out to be one of the most successful national promotions. Enter Next Big Vlogger, a national promotion turned into a talent show, with a prize like no other – Internet fame. The show had all the ingredients of a talent show: mentors, bootcamp, final and winner. To enter the competition, teens could audition through the cans, choose the one with one of the 7 influencers as mentors, take their challenge and get voted. Out of thousands of submissions, only 14 made it to the bootcamp and only one won.
The award gala was streamed live on 7 online channels (belonging to the influencers). In the end there were 100 hours of branded content. Coke branded content.
The total audience was 6 million, three times the highest audience ever recorded by a talent show. The winner was promoted on millions of limited-edition cans. Eight finalists were signed by talent managers.
The marketing results were smashing, too: a 10,5% increase in sale. And Coca-Cola became the first choice for 24% of Pepsi’s teen drinkers.
The competition was also featured on TV stations and in online publications, as the magnitude of the campaign also generated a large amount of free PR.
Consumption-wise, the objective was to increase the recruit new customers, increase the consumption frequency and retain the existing Coca-Cola drinkers. All through an integrated campaign that heavily relied on the online content component.
As Coca-Cola usually needs to communicate to mainstream audiences, the online challenge was simply magnitude: we needed to reach as many (young) people as possible and engage them in the campaign one way or another.
Target Group
Teens and youngsters. More specifically, the age interval was 12-24. While recruiting was the main marketing objective at the lower end of this spectrum, it gradually switched to frequency and retention towards the upper end. The online target coincided with the consumption target.
Results
The total audience - 6 million - was three times larger than the highest audience ever recorded by a talent show in Romania. The campaign gathered 2.153 applicants and the (one) winner was promoted on millions of limited-edition cans.
As the competition was developing, it was also featured on TV stations and online publications, generating a tremendous amount of free PR.
Bottom line, Next Big Vlogger is probably the largest-ever content-based online campaign in Romania in terms of magnitude.
The campaign's impact in brand preference and sales was also smashing: a 10,5% increase in sales. And Coca-Cola became the first choice for 24% of Pepsi’s teen drinkers.
INFO
Agency/Company: Mccann Worldgroup Romania
Entry Case Title: Romnaia's Next Big Vlogger
Brand: Coca-Cola
Client: Coca-Cola
CREDITS
Chief Creative Officer: Catalin Dobre
Executive Creative Director: Ioana Filip
Group Creative Director: Jonay Sosa
Art Director: Corina Ionita
Art Director: Radu Rebei
Copywriter: Andrei Mihailescu
Copywriter: Mihai Vasile
OTHER CONTRIBUTING COMPANIES
Media Agency: UM ROMANIA
