August 22, 2008
Coca-Cola )Electric Agency)
Brand: Coca-Cola / ‘BRRR’ Campaign
Agency: Electric Agency / Turkey
Duration: 4.08.2008 – 31.08.2008
GOAL: Last year, Coca-Cola has started its summer slogan ‘BRRR’. With the ‘BRRR’ campaign, Coca-Cola aims to offer something unusual and joyful to the consumer. The fascinating brand Coca-Cola loves different types of campaigns just like the latest ‘BRRR’. Especially in the digital marketing platform, Coca-Cola prefers the most differantiative scenarios.
SOLUTION: BRRR, has one of the most innovative scenario and design on the digital platform. The incredible integration of mobile, web and IVR created something ‘new’ and ‘first’. The unique scenario that uses voice decibel module was successfully integrated with the ‘BRRR’ campaign. The aim of the scenario is to create the longest BRRR chain. For creating a BRRR chain the consumer gets an unique code from the web site and texts the code to his/her friends.
In order to do this, the consumer has to visit the www.brrrgibicocacola.com web site. The visiting is not enough to get the unique code, he/she has to make a sound of ‘BRRR’ to the voice decibel module. The aim of the game is to break the ice by screaming as ‘BRRR’ to get the unique code. The ones who get the code as quick as possible has the chance to win prizes. On the other side, the consumers can invite their friends to their ‘BRRR’ chain by using video, IVR and e-mail invitations.
The consumers, who creates the longest chain by sending the unique code win the prizes such as: laptop, Turkcell call credits/airtime and gift checks.
Used Mobile Tools: SMS, Turkcell call credits/airtime, IVR.
RESULT: This campaign created a marvellous WOM. The campaign still continues on. Although it is not possible to guess the final results, the longest chains are the ones with thousand people on one chain.
