With the Christmas festivities well underway we are growing ever closer to the big day, with only 5 advent doors standing between us and the big man in red! Consequently, we’ve been very busy elves here in the MEC Manchester workshop and have been working hard amid snowflakes and tinsel.
The 2011 festive season has seen a number of incredible advertising campaigns; however, we feel one campaign had been slightly overlooked this year – the comeback of Coca-Cola’s Mr Clause.
As always Coca-Cola has created a truly inspirational campaign, getting the holiday period rolling at the beginning of November with their Holidays are Coming ad. This was followed up by the release of the Snow Globe ad created by McCann with a new soundtrack from Natasha Bedingfield last Saturday (10th Dec).
Aside from their TV presence the brand has launched a completely cross-platform campaign to support its 2011 objectives. This Christmas the Designated Driver campaign returns for its fourth year offering BOGOF offers to consumers in over 8000 UK pubs, clubs and bars. This campaign is linked with the Department for Transport’s Think! campaign and will be supported by digital and point of sale activity.
This Christmas, the brand will also reach a number of UK towns and cities through its six week long experiential tour of the iconic Coca-Cola Christmas Truck. The tour was launched with the appearance of Myleene Klass in London and will make 100 stops at towns, cities and supermarkets across Great Britain and Ireland. The truck tour will be supported by a large amount of online presence along with 46 and 96 outdoor sheets showcasing the products, truck and Santa.
Consumers can find their closest stop on the truck tour webpage and browse photo’s they have had taken with the truck, tagging them on social networking sites and sharing with friends via email. The brand have taken a further step into the realm of social networking after linking their Piccadilly Sign to Twitter users, with consumers invited to tweet their message to loved ones for a chance to see it up in lights. The new sign has also been designed to use 20% less energy making it the largest LED display in the UK!
The Market Activation Director for Coca-Cola has commented on the campaign saying “We’re thrilled to be celebrating 80 years of Sundblom’s much-loved personification of Santa – bringing his creations to a modern day audience and spreading happiness and festive cheer this Christmas.”
The Coca-Cola 2011 Christmas campaign is a brilliant example of how to use suitable platforms to deliver a strong marketing message. The campaign has maintained its strong traditional advertising presence through the use of press, TV and outdoor and has moved into the digital and social media network to bring their message to a new, younger audience.
The campaign has fully utilised the brands assets linking them to social networking sites such as Twitter and Facebook. The launch of the Coca-Cola truck has brought the holiday season straight to the consumer, engaging them with the brand message and offering them the opportunity to be part of the holiday season. Overall, the campaign has been well prepared and delivered a high impact in the marketplace along with a serious amount of fun.