COCA-COLA - MEET ME AT THE COKE SIGN (Case Study) | Campaign

Описание: COCA-COLA - MEET ME AT THE COKE SIGN (Case Study) | Campaign

1. Background

For 50 years, the Coca-Cola sign in Kings Cross has been more than a billboard; it's an accidental icon. A beacon in Sydney’s most colourful and bohemian suburb, it has witnessed countless stories unfold under its red glow, becoming one of the few constants in an ever-changing neighbourhood.

However, the challenge was to re-earn this iconic status with a new generation. In a world of fleeting digital moments, how could we cement the landmark’s place in the hearts of Sydneysiders for the next 50 years and re-earn Coke's iconic status?

The brief was to celebrate its 50th anniversary by tapping into a simple, yet profound, cultural behaviour. For decades, the phrase 'Meet me at the Coke Sign' has been part of the city's vernacular, a common instruction for locals and travellers alike. Our task was to transform the sign from a passive observer into an active storyteller, honouring its legacy by giving a voice to the millions of stories it has witnessed, and in doing so, creating a new chapter in its history.

2. Creative Idea

We transformed a 50-year-old billboard from a static ad into an interactive storyteller. By adding just six words, "Meet Me At The Coke Sign," we didn't create a new message; we simply reflected a truth that had existed for generations. The innovation was turning the billboard into a story-gathering device, using a QR code to invite the public to share their memories, which were then broadcast back to the community.

3. Insights & Strategy

To re-establish Coke's iconic status with a new generation, our strategy was to prove the Kings Cross sign was more than an ad. Instead of broadcasting a message, we used the billboard to listen. The innovation was in leveraging the sign's existing cultural equity as a meeting place, turning passive viewers into active participants and co-authors of the brand's story.

4. Execution

We added the phrase "Meet Me At The Coke Sign" and a QR code to the iconic billboard. The QR code led to a platform where people could submit their personal stories connected to the sign. These user-generated stories were then curated and displayed as ambient installations in the very Kings Cross locations where they first happened, turning the entire suburb into an extension of the original billboard.

5. Results

This innovative use of a single billboard generated 8.2 million in earned media reach. It successfully transformed a one-way advertising medium into a two-way conversation, collecting a rich archive of community stories and re-cementing the Coke sign as a cultural landmark for a new generation.

Credits
Agency: Ogilvy Australia / Sydney
Client / Brand: TCCC / Sydney