We Like Coca-Cola Village
Best Use of Event Marketing (Five or Less Venues)
Agency: Promarket Group
Campaign: We Like Coca-Cola Village
Client: The Coca-Cola Company Israel
Coca-Cola is the number one brand in Israel, both in the soft drink category and across all categories. To maintain its position, draw new young customers to the brand and create deeper involvement with existing customers, Coca-Cola wanted to show the younger generation in Israel that Coke understands them and is immersed in their world.
Since the vacation market in Israel is too expensive for teenagers, the brand created ‘the Coca-Cola Village’, an all-inclusive vacation for teens, including a swimming pool, water attractions, parties that lasted all day, a spa, entertainment, horseback riding, food and more. Teens spent 72 hours enjoying what Coke called ‘Open Happiness’.
Over a period of 5-6 weeks, 10,000 teens ages 15-18 reserved a room online and spent 72 hours at the village. To extend the experience, every village guest received a wristband containing an RFID microchip programmed with their Facebook username and password. At each village attraction, an RFID microchip collected the teen’s data and transmitted it directly to Facebook, creating a real-time sharing experience for their guests and Facebook friends. In addition, the wristbands were used to auto-tag the teenagers in pictures that were uploaded to the Internet.
More than 350,000 posts, 500,000 “likes” and several hundred thousand pictures were posted. Over the summer, buzz spread over the Internet, in the press, television, blogs and social networks.
The Coke brand was strengthened among its target audience, with brand equity reaching 40.4, compared to brand equity of 35.7 in previous years, while 52% of the young people surveyed said Coca-Cola was the most familiar soft drink, compared to 47% in previous years.
Thirty-six percent reported they consider Coca-Cola the best soft drink, compared to 29% the prior year. When young people were asked which soft drink they would choose if they wanted to buy one for themselves, 34% said Coca-Cola.
