Display is undoubtedly the traditional media that generates the strongest growth in terms of advertising revenue. This is also the case for us: according to a study by United Media Agencies (UMA), net investments in OOH (for Out Of Home) increased by 16.5% last year. One of the levers is of course the digitalization of the media: screens, which now account for almost a third of total advertising investments, offer brands new playing fields.
This digital transformation of display is indeed arousing the interest of advertisers, titillated by the creative possibilities of DOOH (Digital Out Of Home): video, augmented reality, interactivity, etc. This is evidenced by the variety of devices operated by Coca-Cola across the four corners of the world in recent weeks. “Display is a media accessible to all like Coca-Cola but it is up to the brands that use it to innovate to interact with generation Z immersed in digital”, noted a marketing manager of the company, referring to the campaign Magic Catch.
The principle: DOOH screens broadcast images of twirling bottles; those who manage to “freeze” them on the screen of their smartphone can win a free Coca-Cola. Obviously, the whole point of the campaign lies in the photo and video shares it generates.
And while we’re talking about virality, let’s highlight two more campaigns that cleverly play on the Atlanta firm’s number one asset: its logo. Universally known, it is offered for public appreciation through the operation “Every Coca-Cola is welcome” which offers dozens of cultural interpretations of said logo, featuring a variegated array of color palettes, typefaces and designs. All accompanied by videos broadcast on social networks highlighting the artists, experienced or amateur, at the origin of these creations.
“The legend of Quick”, an advertising series to promote fast food to the taste of Belgians
A crumpled logo
In the same style, we will mention this other campaign which also plays on the power of the Coca-Cola logo, based on a very simple idea: before throwing away a can, consumers crush it; hence this crumpled logo, attached to only the words “Recycle me” present on posters… Few brands dare to “damage”, or even simply play with their logo.
While it recently announced an investment of one billion in artificial intelligence for its marketing, these few examples show that Coca-Cola continues to trust the oldest media in the world.
