Coca-Cola Denmark: Best Coke Ever

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.

The insight driving this campaign recognized that contemporary consumers, especially Gen Z, seek experiences and active participation in shaping brand narratives, rather than just a product. Our primary method of data collection revolved around a straightforward voting mechanism – asking individuals to vote ‘yes’ or ‘no’ on whether Coca-Cola Zero is deemed ‘The Best Coke Ever.’

To bring this to life, we embarked on an extraordinary journey, creating a stunning 3D animation that depicted the creation of Coca-Cola Zero. Through a captivating video, consumers were transported to a factory where they witnessed the birth of this iconic beverage. The magic unfolded as the drink was 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 downloaded the Coca-Cola app. They spun a wheel for a chance to win exciting prizes, from merchandise to cases of Coca-Cola Zero. Regardless of winning, they were rewarded with a refreshing Coca-Cola Zero, mirroring the journey through the virtual vending machine and into their hands.

Consumers could then share their verdict by voting “Yes” or “No” on an iPad, affirming if it truly stood as the “Best Coke Ever.” They could also responsibly dispose of the packaging by selecting a recycle bin, highlighting our commitment to sustainability. This captivating campaign ran for 8 dynamic days in October 2023, from 10 am to 8 pm, commanding an impressive 35% SOV on the screen.

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.

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

Key results include:

• 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.