My Name on A Coke Bottle?

If it was a secret before, it is not one anymore. Here is the truth: I Love Coke. The only brand that I am actually loyal to. Don't be alarmed because I don't drink soft drinks that much. However, when I am in the mood, I go for Coke. They have the largest market share in the Cola market, but they never cease to amaze me with their brilliant campaigns executed all over the world. Coke doesn't just relax and watch competitors try to get to its level, they actively think about new innovative ways to connect and engage with their customers. Constantly raising the bar while sticking to their brand image/tagline.

I was impressed with the recent Australian 'Share A Coke' campaign. Coke's problem in Australia was the fact that most teens weren't drinking Coke. Here's how Ogilvy Australia solved the problem seen below.

Here is why I personally like it:

1. They integrated different channels (on-line and off-line) for more exposure
2. Using people's names becomes personal and emotional. Who doesn't want that privilege?
3. A great way to create W.O.M (namesakes, I have a friend/family member by that name etc.)
4. Allowing others to submit their names for a chance to be chosen (customer interaction)
5. Create buzz that generate PR and Media attention

This campaign has all these elements: Conversion, In-store foot traffic (boost in sale), Engagement, Sharing, and Brand loyalty. A lot of brands fell to truly connect and engage with customers. Sorry, but push strategy does not work in this day and age. Also, campaigns without engagements are like breathtaking art that are only seen by the artist. I love campaigns that make me go "WOW" I wish I came up with that.

Shout out to Ogilvy Australia for a job well done.

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