By putting mobile at the heart of Coke’s campaign we placed Coke into the summer of teenagers across Australia. To create something that teens would engage with, Ansible Australia leveraged their love of gaming and school holidays – speaking to them through their permanently attached mobile phones.
To make a moment come alive, we recognized that Coke needed to be present in that moment. Combining the strength of mobile and out of home media, we created a light-hearted, interactive experience for teens. The game lets teens turn their phone into a controller that connects remotely to an out of home (OOH) panel as the game screen to play to win cans of coke – dispensed directly from the OOH panel.
We installed these OOH panels in 11 locations across three cities, only in places relevant to teens like Pitt Street Mall in Sydney and Melbourne Central Station. The challenge to win the game was fuelled by the chance to win a can of Coke. Creating instant rewards enhanced the experience and literally put Coke into summer moments.