CocaCola Drinks Belgium Background CocaCola wanted to launch

Coca-Cola Drinks, Belgium Background. – Coca-Cola wanted to launch an OOH campaign to be original & to reach their core target. – The marketing objectives were differentiation and being Top Of Mind during the end of the year. Idea. – An OOH campaign to reach the core target in an original way. – An innovative campaign for Coca-Cola in Railway Stations & Tube reinforced by mass media in the 5 main centres. – Fully wrapped ceiling & wall in metro stations Louise, De Brouckère, Porte de Namur & Arts-Loi. – Big poster in the central hall of Brussels train stations. – 80 panels including More O’Ferrall 36 m² in Brussels, Antwerp, Ghent, Charleroi & Liège. Results. – More than 80% liked the campaign – High recall & attribution amongst the core target – Mass-media + creative use of OOH. – Clever/appropriate use of environments for reaching specific target audiences of “actives” & young people.

Coca-Cola Campaign details “To stay a dynamic, young & innovative brand, you have to differentiate yourself and this out-of-the-box campaign has enabled us to achieve this goal and to bring happiness!” Yves de Voeght, Coca-Cola Media Manager Belgium & Luxembourg. Brussels Media agency Universal Media Creative agency Pinkeye Specialist agency Outdoor Services Environment & formats Transit Number of faces 80 MOF 36 m² + fully wrapped ceiling & wall Tube + 12 m² poster in stations Target audience 12 -44 year olds Audience figures/Research (Reach, Frequency) Date & Duration Attribution 85% Total 55% spontaneous recall High level of attribution: 85% 2011 - 3 weeks 89% 93% 15 -24 25 -44 2 months after the campaign finished spontaneous recall levels remained very high – 55% spontaneous recall – 85% attribution Media - Share of spend Outdoor 19% TV 67% Internet 9% Cinema 6% OOH spend € 360, 000 Source: MDB Media. Xim Coverage