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Coca-Cola Denmark: Best Coke Ever

The campaign positively provoked by breaking the conventional boundaries of media engagement, enticing consumers to experience Coca-Cola Zero in a novel and unexpected way. The integration of a 3D screen with a physical vending machine went beyond the typical advertising approach, encouraging active participation and personal interaction. By challenging the traditional norms of media campaigns, the work effectively provoked a sense of wonder, prompting individuals to reconsider their perceptions of Coke Zero and fostering a positive and memorable association with the brand.

The Coca-Cola Company

Challenge

Throughout the year, Coca-Cola has been inviting Denmark to cast their votes on whether Coca-Cola Zero deserves the title of "The Best Coke Ever." Culminating in a mall takeover, Coca-Cola Denmark sought to amplify the campaign's impact with the tagline, "The Best Coke Ever, you tell us, Denmark." The goal was to distinguish themselves within the Gen Z demographic, fostering engagement through a blend of cutting-edge technology and real-world interaction. The strategic aim was not only to capture attention but to actively involve consumers in the narrative. The overall goals for the campaign were to initiate trials by encouraging app downloads and getting consumers' votes.

Insight and Strategy

The insight driving this campaign lies in recognizing the evolving consumer landscape, particularly among the Gen Z demographic. The contemporary consumers, especially the younger generation, seek more than just a product; they crave experiences and active participation in shaping brand narratives. The insight acknowledges that merely presenting a product is not enough. In this campaign, our primary method of data collection revolves around a straightforward voting mechanism – asking individuals to vote ‘yes’ or ‘no’ on whether Coca-Cola Zero is deemed ‘The Best Coke Ever.’ This focused approach streamlines the data gathering process, providing clear and actionable insights directly aligned with the campaign’s central theme.

Activation and Solution

Embark on an extraordinary journey as we bring the creation of Coca-Cola Zero to life in stunning 3D animation. Through a captivating video, consumers are transported to a factory where they witness the birth of this iconic beverage. The magic unfolds as the drink is seamlessly connected to a physical pipe attached to the screen, symbolizing its passage from the digital realm to our tangible world.

To partake in this enchanting activation, consumers download the Coca-Cola app. They spin a wheel for a chance to win exciting prizes, from merchandise to cases of Coca-Cola Zero. Regardless of winning, they are rewarded with a refreshing Coca-Cola Zero, mirroring the journey through the virtual vending machine and into their hands.

Consumers can share their verdict by voting “Yes” or “No” on an iPad, affirming if it truly stands as the “Best Coke Ever.” They can also responsibly dispose of the packaging by selecting a recycle bin, highlighting our commitment to sustainability.

Running for 8 dynamic days in October 2023, from 10 am to 8 pm, this captivating campaign commands an impressive 35% SOV on the screen. Join us on this immersive adventure and experience the wonders of Coca-Cola Zero like never before.

Result

Visitors described the experience as "fun, cool, exciting, and awesome," praising the innovative connection between the screen and the machine.

  • 5.144 app downloads in just 8 days, catapulting Denmark into the top 5 markets for European app downloads.

  • 6.077 samples were distributed, with overwhelmingly positive consumer feedback.