Challenge:

In the past couple of years Coca Cola Finland had had few campaigns for teens only. Favorite brand scores were not increasing and competitors in the soft drinks category were luring attractively Coca Cola’s teen target audience. The challenge was to create a Coca Cola experience purely for teens to match with Coke winter communication promise ‘ Happier winter moments with your friends’.

Campaign idea:

Teens want to share everything with closest friends. What is even better, is to be able to show off what they do together with greater peer group and create social currency. We created a competition to win their own reality show on MTV. We recruited team via MTV and partnered with a popular teen magazine Suosikki for more reach and hype. During the selection process we showcased the short listed teams on micro site and Suosikki advertorials and teens were encouraged to vote for their favourite Wild Bunch. The winning team was flown to a ski resort in Lapland, Levi where the reality show was filmed with Axel.

Results:

This campaign was highly successful and created a lot of engagements and PR. We got 65 000 visitors to the micro site where teens spend average of 4,8 minutes.  Overall number of votes for the best Wind Bunch was exceptional 141,000 pce in total. Results for increasing brand score we’ll see for longer run.