Coca-Cola Christmas Tour
Client: Coca-Cola GmbH
Agency: Roth & Lorenz GmbH
Overview / Objectives
- Bring the TV commercial to life with an exceptional B2C event series
- Generate awareness, many direct contacts and increased sales
- Anchor Coca-Cola as an intrinsic part of life's magical moments
- Emotional customer relationship building via the Christmas theme
Strategy / Solution
- Create a highly networked platform with a truck roadshow as central activation tool
- Basic concept since 1996 with various uses of trucks, highlight events, Christmas markets etc.
- Media communication via TV commercials, regional broadcasters etc.
- Supportive sales promotions, POS material development
Results
- An authentic and credible brand presentation
- Over 1.5 billion PR and media contacts throughout all communication touch points
- Truck Tour: over 360,000 visitors in 2010 (+ 38% vs 2009)
- More than one million (+ 120% vs. 2009) visitors at the closing event in Berlin
