In Denmark, Coca-Cola had a clear objective: How can you effectively communicate that Coca-Cola Zero Sugar not only has a fantastic taste, but also invites consumers to personally discover if it holds the title of being the ‘Best Coke Ever?’

Business & Brand challenge

The primary business challenge was to stimulate curiosity, increase engagement, and encourage product trial of Coca-Cola Zero Sugar among broad target audiences. The brand challenge was to effectively communicate that Coca-Cola Zero Sugar offers the same fantastic taste one expects from Coca-Cola Regular, engaging consumers to take a taste and experience for themselves if it is the ‘Best Coke Ever’.

Idea

Linking DeepScreen 3D technology with a giant Coca-Cola vending machine.

This innovative campaign defies norms by seamlessly integrating 3D anamorphic content with a physical vending machine, creating a captivating consumer experience that surpasses the ordinary.

Execution

The campaign seamlessly blended physical and digital experiences by leveraging integrated out of home capabilities, using Ocean Outdoor’s expansive DeepScreen linked to a giant vending machine in a Copenhagen shopping mall.

Under the hashtag #TakeATaste, consumers received more than just a free sample emerging from the DeepScreen, they were also encouraged to download the Coke App and cast their votes on whether it was the "Best Coke Ever?". The interactive experience culminated in a celebration of positive voting outcomes showcased in real-time on the screen, allowing everyone to stay updated on the results.

The execution serves a prime illustration of how Coca-Cola Zero Sugar successfully incorporated DeepScreen, sampling experience, active voting, incorporation of the Coke App, creating an engaging experience for consumers.

Insight

The Coca-Cola Company leveraged the insight that people are often skeptical of change, particularly in switching preferred soft drinks. We transformed this skepticism into a curiosity-driven journey, using interactive technology to engage consumers in a playful taste and voting experience that challenged their preconceived notions about Coke Zero Sugar.

Results

- Boosted Coca-Cola Zero sampling to drive trial

- A substantial 72% voted YES as Coca-Cola Zero is the “Best Coke Ever”.

- Expanded brand reach and interest through social media promotion

- Downloads increased +43% vs. target and registrations increased +64% vs. weekly trend

- Extensive engagement on social media from both local and international consumer and industry networks.

Social Impact

Even though the campaign was exclusively implemented a shopping mall in Copenhagen, awareness extended beyond the confines of the physical event. It garnered attention on social media from various consumers and industry stakeholders within the outdoor-inspired community, such as @Outdoor Creativo and @Adscholars, among others. This resulted in significant buzz on social media, ultimately earning the campaign international recognition for its innovative integration of DeepScreen technology with activation.