When Coca-Cola were to activate the global Coca-Cola ZERO SUGAR ‘Break Free’ campaign in Denmark, Essencius was given the task to create an activity that, with the product in focus, would create a major WAUW effect.
At the same time, Coca-Cola wanted to enhance traditional ATL-marketing by involving and activating consumers. Based on the campaign idea: ‘What else have you not tried?’, the activity would allow Danes to try something new and let their dreams come true.
Our research showed that mountain climbing and wall climbing are some of the things that many Danes dream of trying but unfortunately have not been able to realize.
We started with a traditional advertising channel – a billboard – and built a climbing wall shaped like the iconic Coca-Cola bottle. This allowed Danes to experience their climbing dream in the middle of Copenhagen. By climbing to the top of the Coca-Cola bottle and delivering a personal ‘bucket list’ wish, you participated in a competition where that wish could come true – if you won. That way, we activated the brand while using the urban space to create good experiences. We filmed the cool Danes who fought snow, wind and, cold to climb the 18 meter high climbing wall. At the same time we sampled Coca-Cola ZERO SUGAR to both the brave participants and those who enjoyed looking at the climbers from the ground.
With the bottle-shaped climbing wall, we created an event that activated the target group in an involving and valuable way. All the way through, focus was on the product: Coca-Cola ZERO SUGAR. The event was extremely popular! During the three days you could try the climbing wall, it was in use all the time, and several stood in line to try. Two happy participants got their greatest wish fulfilled – one had a dream of skydiving while the other wished for an arctic adventure and experience the northern lights.
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