The purpose and objectives of the project:

The main objective was rethinking Coca-Cola Caravan to reach Gen-Z. They were less familiar with iconic Caravan in compare with the older generation who spotted legendary TV commercial.

Coca-Cola gains new young audience, while youngsters experience vivid emotions. Metrics were Brand Interactions and Sales Increase.

Implementation of the project:

A real home room was created inside a truck. To address the Gen-Z, famous TikTok houses with +50000000 followers were invited to tour Central Asian cities inside. During the ride, they were filming and entertaining audience in live-stream.

The campaign was implemented step-by-step, by using 3D photo zones, installations, online GPS tracker of trucks, contests, and media support.

Results:

Caravan visited 16 cities in 3 countries, while sale growth in Kazakhstan was +16%. Media KPIs exceeded 2 time, over 68 million brand interactions on IG and TikTok were received.

Gen-Z experienced Coca-Cola Magic thanks to innovative approach when iconic caravan got its own new face of a young, progressive generation.

Additional Information:

Case study:

Publications:

https://www.adasia.info/post/2023-05-06_whitesquare

TVC: https://www.youtube.com/watch?v=sv5IdYB5QdM