Coca-Cola FanFeat
INTEGRATED / REAL TIME CAMPAIGN
Coca-Cola FanFeat_
Coca-Cola FanFeat_
A real time competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together.
A real time competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together.
Coca-Cola has always been a benchmark brand for several generations of young people and, with the decline of the soft drinks market as consumers shift away from sugar, it needed to reclaim its place in the life of 12 to 24-year-old Brazilian youngsters.
To boost Coke sales and bring the brand closer to a young demographic, we created Coca-Cola FanFeat: a real time competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together.
Each package featured a picture of an artist and a chance to put your idol in Coca-Cola’s feat of the year. One Coke equals one vote. The fans voted on the website coca-cola.fm and were able to track the ranking of the artists in real time.
Coca-Cola has always been a benchmark brand for several generations of young people and, with the decline of the soft drinks market as consumers shift away from sugar, it needed to reclaim its place in the life of 12 to 24-year-old Brazilian youngsters.
To boost Coke sales and bring the brand closer to a young demographic, we created Coca-Cola FanFeat: a competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together.
Each package featured a picture of an artist and a chance to put your idol in Coca-Cola’s feat of the year. One Coke equals one vote. The fans voted on the website coca-cola.fm and were able to track the ranking of the artists in real time.
Coca-Cola has always been a benchmark brand for several generations of young people and, with the decline of the soft drinks market as consumers shift away from sugar, it needed to reclaim its place in the life of 12 to 24-year-old Brazilian youngsters.
To boost Coke sales and bring the brand closer to a young demographic, we created Coca-Cola FanFeat: a competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together.
Each package featured a picture of an artist and a chance to put your idol in Coca-Cola’s feat of the year. One Coke equals one vote. The fans voted on the website coca-cola.fm and were able to track the ranking of the artists in real time.
Coca-Cola has always been a benchmark brand for several generations of young people and, with the decline of the soft drinks market as consumers shift away from sugar, it needed to reclaim its place in the life of 12 to 24-year-old Brazilian youngsters.
To boost Coke sales and bring the brand closer to a young demographic, we created Coca-Cola FanFeat: a competition for fans of Brazil’s top 9 hitmakers, in which the 3 artists with the most votes would record a single, shoot a music video, and perform in a concert, together.
Each package featured a picture of an artist and a chance to put your idol in Coca-Cola’s feat of the year. One Coke equals one vote. The fans voted on the website coca-cola.fm and were able to track the ranking of the artists in real time.
My Role: Developing Concept, Art Direction and User Interface Design.
Case Study Campaing _
Case Study Campaing _
Case Study Social & Influencer_
Posters and OOH_
TVC FanFeat_
Music Video Hasta La Vista_
FanFeat Show_
Case Glass Pabllo Vittar_
Making of Campaing_
Recognitions and Awards_
Recognitions and Awards_
2018 _
. Clio Music | Bronze in Brand and Artist Collaboration Integrated Campaign
. Cannes Lions Festival | Shortlist in Glass
. Cannes Lions Festival | Shortlist in Social & Influencer
. Smarties Global | Silver in Promotion
. Smarties Global | Bronze in Brand Awareness
. Smarties Latam | Gold in Promotion
. Smarties Latam | Gold in Cross Media
. Smarties Latam | Shortlist in Brand Awareness
. Smarties Latam | Shortlist in Lead Generation / Direct Response / Conversions
. Effie Awards Latin America | Bronze in Marketing Jovem
. Effie Awards Brazil | Gold in Special Promotion
. Effie Awards Brazil | Gold in General Non-Alcoholic Beverages
. Effie Awards Brazil | Shortlist in Special Branded Content
. Lia Awards | Finalist in Social Influencers, Celebrity/Brand Partnership
. Media Latam | Shortlist in Best Integrated Campaigns
. El Ojo | Silver in Efficiency Food & Beverage
. El Ojo | Shortlist in Content / Co-creation and User Generated Content
. Wave Festival | Gold in Direct Digital & Social
. Wave Festival | Gold in Social Influencer & Content Marketing
. Wave Festival | Silver in Social Influencer & Content Marketing
. Wave Festival | Silver in PR Techniques
. Wave Festival | Bronze in PR Excellence in PR
. CCSP | Bronze in Integrated Cases
. CCSP | Silver in Public Relations
. CCSP | Directory in Promotional Action, Direct Marketing
. Festival ABP | Silver in Promotion
Results_
_ Results
. The music video was #1 trending on YouTube
. 3 million votes on the website of campaing
. Facebook Hand Album impacted more than 1.3 million mobile users
. Snapchat Filter: 7.6 million uses; 2.3 million unique users; 174K shares
. More than 300K pieces of content created by consumers about the campaign
. More than 6 million visits to the campaign website
. R$18.3MM Earned Media
. The music video was #1 trending on YouTube
. 3 million votes on the website of campaing
. Facebook Hand Album impacted more than 1.3 million mobile users
. Snapchat Filter: 7.6 million uses; 2.3 million unique users; 174K shares
. More than 300K pieces of content created by consumers about the campaign
. More than 6 million visits to the campaign website
. R$18.3MM Earned Media
. The music video was #1 trending on YouTube
. 3 million votes on the website of campaing
. Facebook Hand Album impacted more than 1.3 million mobile users
. Snapchat Filter: 7.6 million uses; 2.3 million unique users; 174K shares
. More than 300K pieces of content created by consumers about the campaign
. More than 6 million visits to the campaign website
. R$18.3MM Earned Media
. Live concert transmission broke Facebook Brazil records* (*in consumer goods)
. #14 Top Viral Spotify Brasil in only 1 day
. Top 10 most played songs on radio
. Record-breaking teen engagement for Coca-Cola’s promotions
. 14.1% increase of Coke cans sales
. More than 24.2 million interactions with the influencers’posts
. More than 300K pieces of consumer-made content about the campaign
. Live concert transmission broke Facebook Brazil records* (*in consumer goods)
. #14 Top Viral Spotify Brasil in only 1 day
. Top 10 most played songs on radio
. Record-breaking teen engagement for Coca-Cola’s promotions
. 14.1% increase of Coke cans sales
. More than 24.2 million interactions with the influencers’posts
.More than 300K pieces of consumer-made content about the campaign
. Live concert transmission broke Facebook Brazil records* (*in consumer goods)
. #14 Top Viral Spotify Brasil in only 1 day
. Top 10 most played songs on radio
. Record-breaking teen engagement for Coca-Cola’s promotions
. 14.1% increase of Coke cans sales
. More than 24.2 million interactions with the influencers’posts
. More than 300K pieces of consumer-made content about the campaign
. Live concert transmission broke Facebook Brazil records* (*in consumer goods)
. #14 Top Viral Spotify Brasil in only 1 day
. Top 10 most played songs on radio
. Record-breaking teen engagement for Coca-Cola’s promotions
. 14.1% increase of Coke cans sales
. More than 24.2 million interactions with the influencers’posts
. More than 300K pieces of consumer-made content about the campaign
Client: Coca-Cola | Agency: J. Walter Thompson Brazil | CCOs: Ricardo John, Rodrigo Grau | Creative Director's: Gustavo de Lacerda, Ana Cavalcanti, Nacho Mendiola | Art Director's: Fernanda Sousa, Felipe Porto | Copywriter: Julia Velo | User Interface Design: Fernanda Sousa | Motion Design: Marcus Prado | Content: Eduardo Oliveira, Gustavo Komatsu, Talyson Rodrigues | Accont Management: Felipe Giacon, Jayme Neto, Marina Masiero, Fabiana Santana, Juliana Schiavetti, Viviane Santos | Project Management: Thiago Segundo, Marcos Richter | Media: Stella Lopes, Ligia Mattos, Luana Belchior, Beatriz Guerzoni, Nicole Negrigo, Bruno Alves, Vinicius Bispo | Planning: Stella Pirani, Gisele Bambace, Erica Rigobello, Marina Simões, Pietro Portugal | Production: Maisa Delgado, Caroline Pivato, Antonio Corral | Film Producer: O2 Filmes | Photography: Bob Wolfenson | Sound Producer: DR. DDR | Talent Producer: Music 2 | 3D: Illuminata | Video Case Production: Delicatessen Filmes | Clip Production: 02 Filmes | Music Production: Analaga & Brabo Music Team.
