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Coca-Cola
Coke Summer Interactive OOH Panels

Challenge

Teenagers are often hard to reach using traditional media. Over summer, they are out and about enjoying life, spending a lot of time interacting with their friends in the real world and online. Typically they shy away from traditional advertising, let alone interacting with it. Across summer, Coke are always looking for new ways to connect with teens while they are out and about, enjoying their everyday summer moments.

Solution

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.

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Result

Across two weeks, we had over 3,976 teens throw over 22,434 ice cubes from their phones to win 2,368 icy cold cans of coke. This also helped build an engaged re-targeting pool for ongoing summer campaigns.
With an average dwell time of 11:42 minutes and 56% of teens playing multiple times, who said your phone and an outdoor panel couldn’t put product in the hands of consumers?

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