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Core disciplines: Brand strategy, Creative production, Public relations (PR), Social

 

The Challenge

Coca-Cola wanted to capture the attention of millennials through their annual Holidays Are Coming campaign. Knowing how difficult it can be to grab their attention, our campaign had to be geared towards what makes millennials tick.

Mixing anticipation and nostalgia

Our research showed they treasure childhood memories of Christmas, and value experiences over possessions, so we created the Ultimate Christmas Sleepover and offered two festive fans the chance to spend the night inside Coca-Cola ’ s iconic truck.

The lucky winner (who also happened to be at the top of Santa ’ s ‘ Nice ’ list) got to claim their once- in -a-lifetime experience to sleep inside the iconic vehicle just before Christmas. We kitted it out with cosy twin beds, multiple ‘ Insta-worthy ’ photo spots and a high-tech entertainment system – allowing them to snuggle up in style, whilst watching and listening to all things Christmas.

 Media Coverage

We partnered with Laterooms.com as the platform for competition entries, taking over their homepage for 12 days. Media and influencers visited the truck, including YouTubers Joe Sugg, Mikey Pearce and Caspar Lee, LADbible presenter Kate Ovens, Model and TV presenter Ashley James.

 

More than 33,000 engagements, reaching over 372 million people and our

‘ wow ’ moment generated 100% positive, blanket coverage, including

Unilad , Metro and Glamour.

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