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.

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 Drinks, Belgium

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 36m² in Brussels, Antwerp, Ghent, Charleroi & Liège.

Coverage Brussels

Media agency Universal Media

Creative agency Pinkeye

Specialist agency Outdoor Services

Environment & formats Transit

Number of faces 80 MOF 36m² + fully wrapped ceiling& wall Tube + 12m² poster in stations

Target audience 12-44 year olds

Audience figures/Research(Reach, Frequency)

55% spontaneous recallHigh level of attribution: 85%

Date & Duration 2011 - 3 weeks

“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.

Media - Share of spend

Outdoor 19%

TV 67%

Internet 9%

Cinema 6%

OOH spend €360,000

Coca-Cola Campaign details

Sou

rce:

MD

B M

edia

XimTotal 15-24 25-44

85% 89% 93%Attribution

2 months after the campaign finished spontaneous recall levels remained very high– 55% spontaneous recall– 85% attribution