Despite being one of the most well-known brands in the world, Coca-Cola wanted to drive the knowledge and popularity of their global brand in an increasingly hard to reach youth market. To engage this audience and get them talking, drastic changes to the original can were made — the cans shrunk to a smaller 250 ml size and became available in six new colors.
To promote this campaign UM, Coca-Cola and JCDecaux teamed up to create a first in Australian OOH with a Digital, Fridge Dispenser all in one panel. The multiplatform approach played into the social media hype by the use of a hashtag #colouryoursummer.
Through social media and the use of the #colouryoursummer hashtag, the changes to the brand were shared and drove momentum behind the word-of-mouth campaign.
The digital screen engaged by asking the audience to interact and rotate the colorful cans located on the screen — the reward was an ice cold Coke in one of the new smaller-sized cans.
Watch the digital signage drink dispenser in action in the video below:
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