The Advertising Media Association of South Africa (AMASA) announced that Coke Zero and MediaCom South Africa won gold for the ‘Best Experiential’ category. The campaign, titled ‘You won’t know until you try’, had phenomenal ROI results – close to 2 million YouTube views, over 6 million Facebook impressions, and exposure to more than 1 million Twitter users.
AMASA was founded to champion South Africa’s media and advertising industry, with the primary focus “to drive the development of smart young people in our industry,” says Wayne Bischoff, AMASA’s Chairperson for Johannesburg. By establishing this entity, AMASA hopes to create conversations, nurture talent, share trends, and serve as a platform for the industry’s evolution.
The annual awards are a celebration of what AMASA stands for: ‘all-rounder’ campaigns that are based on sound insights, guided by great ideas, and executed to achieve outstanding, measurable results.
And these are exactly all the boxes that the Coke Zero/MediaCom campaign ticked.
A surprise with zero sugar
Coke Zero challenged MediaCom to find a creative solve that overcame the preconceived idea some South Africans have about Coke Zero’s taste. After much research and even more brainstorm sessions, two experiential campaigns were formed based on one simple yet insight-based foundation – if you want to change someone’s belief about what a product tastes like, get them to taste it.
Over 4 000 Generation Y South Africans were invited out for a night at the movies. To ensure an authentic experience, guests received a complementary box of popcorn and, of course, a Coke. Before the main feature was screened, the surprise was revealed to the movie goers – what everyone had assumed was Coke (Original) in the cups, was actually Coke Zero. The fact that no one had noticed clearly proved that Coke Zero also had all of the legendary Coca-Cola taste, but with zero of the sugar.
Coke creates waves on social media
These activations were filmed to capture the audience’s reactions when the truth was revealed:
1,792,174 people viewed the videos on YouTube (887% more than expected), there was a total of 6,157,102 Facebook impressions, and 1,090,349 Twitter users saw the campaign.
Consequently, Coke Zero’s partnership with MediaCom on this campaign drove year-on-year sales up by 11.7%. If taken into account that millions of products are sold annually in South Africa, the increase of over 10% had a significantly positive impact on the business’ bottom line.
It is due to the balance of creativity, strategy, and ROI that MediaCom SA, the local entity for one of the world’s leading media agencies, came out on top with the Coke Zero campaign at AMASA. Warren Ravinsky, MediaCom SA’s Account Director for the Coca-Cola account and Head of Digital Media, says the team that worked on the account is incredibly humbled by the recognition. “The dedication and hard work finally came to fruition and we are very proud of the result. Thank you to AMASA and its judges for the acknowledgement. We have definitely been inspired to bring home even more awards in 2017.”