Tag: integrated campaign

Share a Coke

Despite healthy brand tracking data, 50% of the teens and young adults in Australia hadn’t enjoyed ‘Coke’ in the previous month alone. So to increase product consumption amongst the masses Coca-Cola jump started some real conversations with people they had lost touch with.

After 125 years of putting the same name on every bottle of ‘Coke’, they decide to do the unthinkable. They printed 150 of the most popular Australian names on their bottles and then invited all the Australians to ‘Share a Coke’ with one another…

The result…

Cadbury “Keep Our Team Pumped”

Training for the Olympics is tough and so Cadbury has come up with its loudest campaign to date…Keep Our Team Pumped. Here the supporters of the Great Britain Olympics team can sing a series of motivational iconic power anthems to keep their team motivated during their long, hard training sessions before the big event in 2012.

Cadbury will release six tracks (two seen below) over the next seven months and will culminate with a finale in March 2012, which will feature a medley of the six songs created by the British public and a performance to the athletes of Team GB in London.

The Final Countdown

Simply the Best

The integrated campaign involves recruiting singers through social media, followed by a TV Campaign airing on 3rd October and running for 6 weeks. There will also be radio partnerships, events and digital media with extra support on-pack and in-store, rallying the British public to keep singing.

To follow it all visit www.keepourteampumped.com.

The mystery of the escaping shopping carts

Saatchi & Saatchi Milan, in support of Carrefour Italy’s project to launch 106 new Carrefour Markets in Lazio developed a truly integrated campaign. The campaign stemmed from the new international positioning of the Carrefour brand, “Positive every day”.

A communication project was developed that, for the first time for an Italian retailer, involved use of various media both synergistically and simultaneously. The supporting creative idea around which the project was articulated was the “appeal of value for money” that no one is able to resist, starting from the supermarket own protagonists: the shopping carts.