The brand needed to rediscover their mojo and remind consumers that Coca Cola remained an integral part of every Australian's summer.
We offered consumers the one thing that could improve their summer – the chance to win $5,000 in cash, every day for 60 days. We invited them to share their favourite summer moments via #cokelovessummer before pushing them to participate in the instant win comp online.
Entering an on-pack code on a dedicated 'Coke loves Summer' page instantly showed entrants if they were a winner, with animated waves crashing onshore to reveal the prize on the sand.
A custom mobile banner offering teens the chance to snap a photo, capture it within a contoured Coke bottle and share it via social media became a big hit with teens.
Social: In addition to teens sharing their favourite summer moments, we created a series of exclusive summer-themed content for Coca-Cola’s Facebook.
I love Summer images
150k new registrations, 1.1 million unique entries, 48% aware via packaging, 47% aware via social media, OOH and TV ads