Current situation around branded entertainment
In Santiago of Chile a communal law was proclaimed banning branding in bars and restaurants, very important places for contact with our brand. Coca-Cola wanted to transform this problem into an opportunity and created an idea able to move around this places as natural as possible. Then, we would transform this idea into a digital one, and spread it through social media.
How the audience was drawn to the content
The rhythm of life of Chileans, which is more than 9 hours of work and the short time to have lunch, makes it very difficult to get together to share around a table. And what is worse, when we get together we don’t comunicate. We prefer to take pictures of our food dishes to share them on social media, when what really matters is to share with the people sitting next to you.
Challenge:
To bring back the meaning of sitting together at a table is to reunite and shre happiness, leaving all cellphones aside.
In Santiago of Chile a communal law was proclaimed banning branding in bars and restaurants, very important places for contact with our brand. Coca-Cola wanted to transform this problem into an opportunity and created an idea able to move around this places as natural as possible. Then, we would transform this idea into a digital one, and spread it through social media.
How the audience was drawn to the content
The rhythm of life of Chileans, which is more than 9 hours of work and the short time to have lunch, makes it very difficult to get together to share around a table. And what is worse, when we get together we don’t comunicate. We prefer to take pictures of our food dishes to share them on social media, when what really matters is to share with the people sitting next to you.
Challenge:
To bring back the meaning of sitting together at a table is to reunite and shre happiness, leaving all cellphones aside.
Objective:
Being present in almost every bar and restaurant, reminding people that eating together feeds principles; trust, friendship, love … happiness.
Strategy:
Make the table a fun place that invites you to share and spend a moment of happiness you can treasure forever.
Make the table a fun place that invites you to share and spend a moment of happiness you can treasure forever.
Idea:
We created the table PhotoCoke, the table that changes the point of view of having a meal. Because is the first table that takes pictures to people, through a fish eyed glass located at the center of the table. The pictures can be printed automatically with the different messages of the campaign (Eating together feeds smiles, trust, friendship…happiness). Also, all the pictures were saved and shared through Coca-Cola social media. The tables moved constantly around bars, restaurants, terraces, and even on TV shows during the campaign.
Execution:
We changed the point of view and now the camera is the table, what the picture shows is what really matters, the people. Everything through the fish eyed glass located at the center of the table and a printer that gave the picture automatically with the messages from the campaign: Eating together feeds happiness, smiles, friendship and love.
We created the table PhotoCoke, the table that changes the point of view of having a meal. Because is the first table that takes pictures to people, through a fish eyed glass located at the center of the table. The pictures can be printed automatically with the different messages of the campaign (Eating together feeds smiles, trust, friendship…happiness). Also, all the pictures were saved and shared through Coca-Cola social media. The tables moved constantly around bars, restaurants, terraces, and even on TV shows during the campaign.
Execution:
We changed the point of view and now the camera is the table, what the picture shows is what really matters, the people. Everything through the fish eyed glass located at the center of the table and a printer that gave the picture automatically with the messages from the campaign: Eating together feeds happiness, smiles, friendship and love.
Outcome:
The campaign was shared in 150 sites and blogs which were specialized in advertising. And it had thousands of comments in blogs and social media throughout the world.
It was shared 1.922 times on Facebook and had over 26.722 likes. The engagement got to increase to 6.938 of fans.
Also, all the pictures that were taken, were shared through Coca-Cola social media.
The campaign was shared in 150 sites and blogs which were specialized in advertising. And it had thousands of comments in blogs and social media throughout the world.
It was shared 1.922 times on Facebook and had over 26.722 likes. The engagement got to increase to 6.938 of fans.
Also, all the pictures that were taken, were shared through Coca-Cola social media.
