Coke digital signage brings some cool summer color to Oz | Digital Signage Today
JCDecaux and Coca-Cola recently won the award for “Best Use of a Special Build” as part of the Australian Outdoor Media Association’s Q4 Creative Collection Competition, according to an announcement from JCDecaux. The winning campaign made use of a novel digital signage screen/Coke dispenser to deliver audiences a cold drink during Australia’s hot summer months, according to the outdoor advertiser’s website:
Despite being one of the most well-known brands in the world, Coca-Cola wanted to drive the knowledge and popularity of their global brand in an increasingly hard to reach youth market. To engage this audience and get them talking, drastic changes to the original can were made — the cans shrunk to a smaller 250 ml size and became available in six new colors.
Through social media and the use of the #colouryoursummer hashtag, the changes to the brand were shared and drove momentum behind the word-of-mouth campaign.
To promote this campaign UM, Coca-Cola and JCDecaux teamed up to create a first in Australian OOH with a Digital, Fridge Dispenser all in one panel. The multiplatform approach played into the social media hype by the use of a hashtag #colouryoursummer.
By heading up to one of the Innovate panels located in multiple locations across Brisbane, Melbourne and Sydney, the digital screen engaged by asking the audience to interact and rotate the colorful cans located on the screen — the reward was an ice cold Coke in one of the new smaller-sized cans.