Coca-Cola Connect 2013
The “Share a Coke”campaign is a proven successful method used by our friends at Coca-Cola around the world. In the summer of 2013 30 countries in Europe, including Bulgaria, encouraged people to “share a Coca-Cola with a friend” and we were the lucky agency to carry out the campaign in the country!
For the purpose of the campaign, we recycled 3 old vending machines and turned them into little factories for personalized cans of Coca-Cola. Every person had the chance to write his own unique message or name on a can he had brought to the machine and afterwards share it with a friend. By doing so we wanted to tell everyone in an innovative and untraditional way, that summer is the season of shared emotions and good times with close friends.
Promoters helped the audience in the typing of the message and names on the touchscreen of the vending machine and one of them was hidden inside the machine itself to brand the cans.
The vending machines visited Sofia, Plovdiv, Varna, Burgas, Stara Zagora and major seaside resorts convaying the happiness from sharing your favorite non-alcoholic drink with friends. As well as sharing cans of Coca-Cola, they shared photos of the branded cans in social media and expressed their happiness at sharing something special made especially for them.
- 31 342 shared cans throughout the campaign;
- 10 of the largest cities and seaside resorts were included as locations;
- More than 280 000 people saw the vending machines and were informed about the “Share a Coke” campaign;
- More than 31 300 unique Coca-Cola cans were created;