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CASE STUDY: Coke uses Kiss Radio to engage with 16-24 year olds

Provided by Bauer Media
Coke achieve continuous awareness amongst key audiences over the summer of 2009 using Radio.

What was the Challenge / Background of the Campaign?

Coca Cola were looking for a continuous presence across the Summer and to provide consumers with an opportunity to "open happiness". They wanted to 'own' 16-24s over the Summer period. Coke's expression of uplifting refreshment 'Yeah Yeah Yeah, La La La' had to be at the forefront of all communication

What was the Campaign Objective?

To have high top of mind awareness with the 16-24 youth market, especially over the summer period.

What was the Solution?

With Coke having limited budget to put on events and Kiss Radio having the presence at major events housing 16-24s in their thousands meant this was a match made in heaven. Kiss Does Summer 2009 was born covering the best festivals in the UK including Escape in Wales, T4 on the beach and concluding with two London events - SW4 and the Notting Hill Carnival.

What were the Results?

Coke were more than happy with the results and targetting. "We wanted to bring to life the "Yeah Yeah Yeah, La La La" sonic and Kiss nailed it in their mock ups they presented as part of the pitch. Bauer have delivered a knock out campaign" Zoe Schmid, Vizeum, Creative Director. "Kiss delivers the perfect audience and the multi platform nature of the brand meant we could amplify the activity to talk to our consumers at key points in their day" Danielle Colbert, Coca Cola, Media Manager

What were the Key Learnings of this Campaign?

Coke and Kiss made a perfect match, allowing Coke to own all of the music events over the summer months.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details16-24 year olds over the Summer period
16 - 24Both
ABC1
C2
RADIO
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearINCREASE LOYALTYSPONSORSHIP / MEDIA
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