Coca-cola đã đưa quảng cáo lên một cấp độ cao hơn, xúc tiến Coke Zero ở một mức độ mà bạn không thể ngờ tới được! Nó không nhắm vào thij giác, không nhắm vào thính giác, nhưng hương vị của nó (Coke Zero) được quảng bá trong một chiến dịch sáng tạo mới nhất “Drinkable Billboard” (biển quảng cáo có thể uống được).
Coca-cola cùng với Ogilvy & Mather sáng tạo ra toàn bộ chiến dịch bạn có thể uống được (bạn không đọc nhầm đâu).
Để khiến nhiều người nếm thử Coke Zero, họ dựng một billboard có thể phục vụ đồ uống cho hàng ngàn người hâm mộ. Mục đích đưa Coke Zero đến tất cả các đối tượng trên cả nước, quảng cáo lần đầu tiên được tạo ra có thể uống được.
Làm thế nào bạn tạo ra một quảng cáo thương mại có thể uống được?
Một quảng cáo có thể uống được tạo ra ảo giác rằng bạn có thể nếm được hương vị chiến dịch và đó là tại sao họ kết hợp với Shazam, giúp khán giả có thể thưởng Coke Zero với sự giúp đợ của công nghệ. Bởi quảng cáo “Shazaming”, giúp người xem thấy được Coke Zero đổ vào màn hình smartphones của họ, lấp đầy chiếc cốc, và kết thúc là dựa vào đó có thể đổi được một cốc Coke Zero tại các cửa hàng bán lẻ lớn trên khắp nước Mỹ.
Khái niệm này hiệu quả ngay cả khi khán giả ở nhà, tại một buổi hòa nhạc, hay giữa 80 triệu người! và chỉ trong trường hợp đó là âm thanh, giống như radio, họ có khả năng sử dụng Shazam lắng nghe âm thanh Coke Zero rót vào ly, kiếm một cốc Coke miễn phí cho họ. Ngay cả một tweet rót Coke Zero đã đủ mang lại một cốc Coke trên tay mình, và đó chính là cách mà toàn bộ chiến dịch từ một ý tưởng sáng tạo để thúc đẩy một sản phẩm đã được phổ biến, một cách rất hiệu quả và hiện đại.
Coca cola và Ogilvy & Mather đã xác định để đưa sản phẩm đến với những người khán giả thực sự và điều này có thể chứng minh bởi thực tế là chiến dịch được phát trên phương tiện truyền thông truyền thống và trực tuyến, nhắm đến tất cả mọi lứa tuổi, tìm kiếm những người yêu quý Coca Cola, hay đơn giản là bị hấp dẫn bởi một chiến dịch sáng tạo và cách nó được trình bày với mọi người. Cho dù mọi người dùng Shazam để đòi đồ uống của minh, hoặc đi đến gần các biển quảng cáo “Drinkable”, hiệu quả của chiến dịch chiến thắng khán giả và một lần nữa chứng minh một sức mạnh của marketing trải nghiệm, một thành công mới cho quảng cáo.
CREDITS
Advertising Agency: Ogilvy & Mather, USA
Chief Creative Officer / East Coast: Chris Garbutt
Chief Creative Officer: Corinna Falusi
Creative Directors: Milton Correa, Jones Krahl
Creatives: Andreas Hoff, Abe Baginsky, João Paz
President, Ogilvy & Mather New York: Adam Tucker
Worldwide Head of Planning: Colin Mitchell
Group Planning Director: Kristian Baek
Senior Planner: Ned Sonnenschein
Executive Director of Digital Production: Angela Fung
Executive Producer: Ami Moore
Executive Director of Technology: Jason Wurtzel
Application Developer: Joseph Laquinte
Technical Manager: Jordan Saletan
DevOps: Greg Jones
QA Lead: Raul Morales
Executive Producer: Patti McConnell
Producer: Jenna Gartland
Associate Producer: Kelly Allen
Design and Technical Development: Bossa
Nguồn: Tereza Litsa – Creative Guerrilla Marketing (Cửu Độ biên dịch)
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