1) Increase summer sales of Coca-Cola in the region.
2) Offer teens a chance to score tickets to the hottest summer concerts in Romania.
In Romania, where 40% of teens were yet to try Coca-Cola, the summer presented a chance to introduce Coke to a new generation.
While brands flocked to event partnerships with promo contests and complicated redemption mechanisms, Coca-Cola sought to form genuine youth connections through the common language of music.
The last 3 years put Romania on the summer music festivals’ map, with several big events: from Transylvania’s Untold (Best New Festival in Europe) and Electric Castle, to the seaside’s Neversea, all with impressive line-ups: famous DJs such as Tiesto and Afrojack, and new wave artists like Dua Lipa.
While these festivals have injected new life into Romania’s summer music scene, teen joy quickly devolves into a desperate quest to score tickets they can’t afford to attend. Teens therefore must be content to keep playing their beloved artists on their music streaming platforms and devices.
Insight #1 – Summertime Sadness: Teens don’t have disposable income to see the artists they stream so heavily in online platforms live in person.
A tour through a typical teen’s room will reveal a treasure trove of their sweetest summer memories, as reflected by their collection of event memorabilia like t-shirts, bracelets, pins and ticket stubs. These symbols of status and icons of good times are also showcased between peer-groups online, serving as trophies and touch-points of happy summer times surrounded by great music shared with close friends.
Insight #2 – Memorabilia from music gigs are love statements for teens.
Teens showcase their fashion on the go and their favorite small-sodas often become part of their outfit.
Carbonated drinks are already a hallmark of teen culture, by their side as they make unforgettable summer memories.
While large bottles are preferred for parties, it’s the small bottles (500 mL and 750 mL) that teens gravitate to, particularly in summer when teens are on-the-go from morning long into the night. Perfect for commuting, the personal-sized bottles are like little companions, acting as a status symbol and functional fashion utility.
In fact, winning teens’ hearts meant winning over their fashion style, and mini Coke bottles were already travelling with teens each summer as they met up with friends and listened to the music of the season. For teens, true brand love means wearing it loud and proud. This became the inspiration for our latest Coca Cola creation:
Introducing Coca-Cola Festival Bracelet, the Coca-Cola small-bottles’ labels turned into a wearable iconic device for teens to access their summer of music.
We leveraged the powerful desire to access the best summer music events and turned it into wearable bracelets. Fashioned out of a detachable part of the Coca-Cola label on 500 mL and 750 mL bottles, these bracelets could be worn all summer long, before, during and after Romania’s most popular music events. Eight uniquely iconic designs were created, inspired by cultural teen touchstones like graffiti, music, and internet culture.
Once detached, the label provided a code to scan in a Coca-Cola app and through an instant lucky draw in-app, teens could find out if they won tickets to their favorite festivals.
The cool wristbands could also unlock other surprising music experiences once worn on the wrist, like backstage meet & greets where teens could get up close and personal with the world’s hottest artists.
In the summer of 2017, we transformed Coca-Cola's Festival Bracelet into the biggest connection plan for teens to access their favorite music.
Mass awareness channels were displayed for teens through TV spots, OOH big formats, radio spots, as well as in a dedicated online site and mobile app, in addition to in-store placements. We further amplified our bracelet campaign through social media, perfectly capturing the vibe of summer.
During all three festivals, teens could access memorabilia from special Coca-Cola locations, thereby keeping the fun – and rewards – going all festival long and beyond.
McCann Erickson Bucharest/ MRM//McCann Bucharest