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Challenge

Our challenge of Coca-Cola Energy being a new entrant to the energy drinks market was to create something truly unique and spectacular. We needed to create a point of difference to our target audience and give real meaning to the ‘positive energy’.

To cut through into this sector we had to be big, bold, and brave in our ambitions. We set about creating the biggest positive relay ever to drive unprecedented stories and experiences to our audience about Coca-Cola Energy. It’s a campaign that we designed to build brand awareness through the power of experience, with influencers at the core, and talkability as a core KPI.

Solution

We created a takeover of the London scene through a dynamic display of the brands core values – positive energy and movement. We deployed an impactful and vibrant projection show onto County Hall, an icon of the Thames Southbank, to deliver engaging content, combined with an integrated light show on the London Eye. We simultaneously facilitated am electrifying VIP ‘Positive Energy Party’ in the acclaimed nightlife district of Shoreditch; complete with a kinetic dancefloor, AR screen and a set from the renowned DJ MistaJam.

But that’s not all!

At the same time, we hosted over 1000 people in Milan’s Tre Torri plaza with another DJ-led party and large-scale projection on the tallest building in Italy, to truly demonstrate the spread of positive energy across Europe.

Result

This was a spectacular in every sense:

  • Creating the first ever simultaneous video mapping experience in Europe.
  • Connecting two cities 1,200km apart and spreading positive vibes across the continent.
  • A spectacular party taking place in two countries with fully connected guests.

It delivered spectacular results with +3500 people enjoying the real-time experience, drinking +5000 product samples. A toolkit was created with +100 pieces of content achieving a cumulative reach of +12m impacts. The experience boosted brand awareness by more than 30%.

“This was a truly ground-breaking campaign for Coca-Cola Energy, and required a huge amount of technical innovation and skill to create and deliver these simultaneous events and video mapping experiences in both Milan and London. The MKTG team did an incredible job of delivering this, despite all of the challenges that comes with a project of this scale and in two countries on the same day, at the same time. Our results from the campaign were phenomenal and enabled us to create positive energy across Europe. This is a best in class example of engaging our audience and connecting with the culture.”

Rocio Almodovar Boal
Consumer Communications Senior Manager

The Coca-Cola Company