By: Bhawana Anand
Last updated : May 15, 2019 11:25 am
Handled by GLO, the out-of-home division of Lodestar Universal McCann, the immersive musical campaign aims at closer connect with mass consumers
The OOH campaign was executed in the northern belts i.e. Delhi, Punjab & Haryana for better reinforcement of the brand message, especially during summers. The campaign has been rolled out on a mix of impactful media options at critical touchpoints for stature and frequency formats, reportedly through 150 media elements and 40,000 sq.Ft. area of brand display across the key markets.
The campaign was augmented by a couple of unique clutter breaking Bus shelter innovations.
One innovation witnessed a LED ticker mounted on top of a musical bus top. The strategically selected bus shelter played songs that were promoted on the Coke packs and simultaneously displayed lyrics on top of the shelters. It was an immersive initiative that saw the audience engage with the brand at a place where they would least expect and it also enabled the brand to strengthen its connect with consumers through music, according to Coke.
On other but shelters, the agency decided to put up musical notes with the message, ‘Say it With A Coke’ that was mounted on top through backlit acrylic cut-out that dazzled in the night.
For the #SayItWithCoke, Coca-Cola India conducted a survey amongst Indians in the 18 – 25 age group to identify the most popular songs to express feelings. The preferred list of songs included timeless classics as well as timely songs to capture wide range of emotions. This process helped the company understand the songs that best capture feelings and emotions of today’s youth. Labels have been created in five languages including English, Hindi, Punjabi, Tamil, and Bengali. The campaign also introduces interactivity feature with the packaging that enables consumers to get access to custom playlist to suit their feelings and emotions.