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Thinkbox

The story of 'Share a Coke': video

How do you maintain the momentum and impact of a campaign as famous and awarded as Share a Coke?

Mediacom’s job was to add a more personal touch to Coca-Cola, driving trial with a young audience. But with the "Share a Coke With" campaign well-established, this time they didn’t have the element of surprise!

This film tells the story of how MediaCom and Coca-Cola worked in partnership with Channel 4 to produce a bespoke creative that evolved the iconic "Share a Coke With" campaign across digital video on demand.

Using the dynamic technology of the 4oD Adapt iVoD format, viewers aged between 16-34 were served a bespoke ‘Share A Coke With’ message with their own name featured on the bottle’s label. Viewers could share this directly on Facebook and Twitter driving buzz and brand affinity.

By using quality, first-party broadcaster data Coke were able to offer something tangible and unique that made consumers stop, smile and talk. And it delivered that moment to people in their own home.

Simple, scaled and impactful, the results showed strong uplifts in both hard and soft brand metrics, with ad recall at 71% and purchase Intent amongst the target audience increasing by an impressive 24%

Film contributors
Simon Lindsell, Former Connect Manager, MediaCom
Chris Ross, Senior Brand Activation Manager, Coca-Cola
Danny Peace, Agency Principal, Channel 4
Contribution from Tess Alps, Chair of Judges and Chair of Thinkbox

Share a coke and 40D won The Thinkbox TV Planning Awards 2015 Best use of Data Award.

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