There’s a Coke for every moment. So in 2017, at the peak of the sugar-free era, we launched No Sugar, the best tasting sugar-free Coke to date.
Once people tried it, they loved it.
• 67% awareness in Australia (Outperform Coke Life launch)
• Give away 1 million Coke No-Sugar trials
This was Coke’s most important innovation for the last 10 years. And testing showed that once people tried it, they loved it.
But in an on demand world, with people ignoring more and more ads we had to find a way to link our large scale one way awareness building channels seamlessly to trial that allowed any ad seen help get product in hand.
So our challenge for communications became finding ways to seamlessly connect traditional advertising to the real world, so Australians could reach into their screens and pull out a Coca-Cola No Sugar.
Behaviourally, there’s a device that lives in the pockets, hands and hearts of nearly every Australian adult – the mobile phone.
One that is checked or touched over 2,000 times per day, and has well and truly become an extension of ourselves.
Importantly for us, it was our tool for closing the gap between intangible communications and a bottle of Coke No Sugar.
Our strategy was simple- transform every one way mass connection point into an opportunity for trial through seamless digital and mobile first mechanics.
Effectively, make every ad drinkable by linking our communications through mobile to in store redemption through coupons from key launch partnerships Coles, McDonalds, 7- Eleven and Hungry Jacks.
Out of home… drinkable!
Online video… drinkable!
Mobile and Digital display… drinkable!
To make it happen we built a mobile first coupon website, which leveraged Shazam to link every single touchpoint of the campaign.
Our TVCs featured a clear CTA calling on Australians to literally connect with our ads with every spot transferring a CCNS coupon anywhere in Australia with Google Map directions to your closest retailer.
We turned our OOH into an active No Sugar battle ground, plugging in Coca-Cola Sales data allowinging us to see the suburbs in Australia with the highest lapsed Coke dinkers.
In these key locations we programmatically served higher weights of digital OOH, using Shazam on every creative allowing this key risk audience to redeem their free Coca-Cola No Sugar, and directing them from our website to the nearest retailer.
This data also served our mobile display serving contextually relevant ads in proximity to a CCNS vendor as and when people passed through key lapsed user battle grounds.
Lastly to encourage a change in behaviour, we tapped into their most used behaviours jumping on the emergence of on demand mobile life apps Uber, Uber Eats, Go Catch & Deliveroo so when they were going about their everyday, we ensured a Coca-Cola No Sugar was delivered, or waiting on the seat for them, seamlessly sliding into their lives.