Objective Campaign :
Anniversary campaign: a corporate awareness campaign about the fact that CocaCola is evolving with Europeans since the beginning in 1919.
Media Characteristics :
Wall Wrapping of the Schuman metro platforms walls
Reason best Practice :
Use of a disruptive communication channel by placing a big communication in an unusual place. By using this technique Coca Cola and JCDecaux placed a billboard in a place that was not originally intended for this purpose in order to maximize the impact of their communication: right in front of the exit of the metro and train station, in the heart of the European community.
This campaign is:
- Efficient through its location in the heart of the European community with a corporate message addressed to European decision makers.
- Audacious through the use of an environment that normally is not meant to be used for advertising.