CASE STUDY: Kiss & Coca Cola launch campaign to re-engage teens

Provided by Bauer Media
Kiss and Coca Cola launch '50 days of summer with Coca Cola' a promise to teens that we could make it their best summer ever.
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What was the Challenge / Background of the Campaign?

Coca-Cola and Kiss wanted to re-engage with teens.

What was the Campaign Objective?

Kiss and Coca Cola shared a similar objective - to interact with a youthful audience in a prolonged and relevant fashion and deliver against the metric of 'brand love'.

What was the Solution?

Coca Cola and Kiss partnership was based around taking young people to ten established festivals and events and giving hundreds of individuals amazing summer experiences taking advantage of Bauer's links with festivals and events to gain experiential access at a fraction of the cost of buying their way in. These events were brought to life using all Kiss platforms; on-air, online, TV (inc. 4Music and The Box) and at events, giving hundreds of thousands of young people summer experiences. Kiss facilitated Coca Cola by helping to integrate their sampling zone at each event.

What were the Results?

Coca Cola's partnership has been credited as the most integrated and successful campaign that the agency and client have ever undertaken - allowing them to talk to teens in a credible and scalable way while keeping product experience and participation central to the strategy. Capitalising on successful partnerships in 2008/09 we developed '50 Days of Summer with Coca-Cola', our commitment to teens that we would make their summer the best ever.

What were the Key Learnings of this Campaign?

In total the campaign reached 50% of 16-19 year olds with the partnership driving 3 times more 'brand love' for teens versus Coca Cola's TV for 25% of the spend.76% agreed that Kiss and 4music were seen to have a very strong brand fit.
BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100kthe campaign reached 50% of 16-19 year olds
16 - 24Both
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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