KICKSTARTING HAPPINESS

COKE
Cokezone strategy pitch

strategy | social | interactive | OOH | digital | CRM | data

A global pitch for Coke's strategy and data business. They wanted a new approach to their loyalty scheme, focusing on key touch points: the World Cup, Xmas, Share a Coke - and music.

Hear's a thought: inspired by the 'teenage audio test' - originally designed to keep hoodies off the streets / make anyone over 25 feel very old - we came up with a new strategic approach. Namely, that 'teens hear things differently'. We tapped into the zeitgeist, with teens’ more socially aware, participatory, world views reflected through an on-tip 'badge-earning' approach. Our new CRM encouraged them to use their earned status for good, and kickstart real world initiatives.