COKE RAINBOW NATION

THE OBJECTIVE

Coca-Cola South Africa’s mission is to refresh the country, inspire moments of optimism and happiness, create value and make a difference. April 2014 was the month in which South Africa officially marked its 20th anniversary of becoming a democracy. This presented an opportunity to send out a strong message reminding South Africans of our heritage and to create a moment of happiness via a country-wide traditional and social media campaign.

What started as an Out of Home (OOH) installation was layered with a brilliant creative concept, activations on the ground, and a PR and digital campaign for added amplification.

The campaign: Coca-Cola Rainbow for a Rainbow Nation. We literally created rainbows across the Johannesburg skyline. These rainbows were created using sunlight, recycled water, some fancy science and a little bit of magic. Our key PR objective was to amplify the campaign for mass reach.

THE STRATEGY

As the rainbows were only visible in Johannesburg, and we needed national exposure for heightened reach, we created a video and seeded images and press packs to press across the country.

THE PR CAMPAIGN & RESULTS

Johannesburg based Media were invited to view these rainbows being created, and also to conduct interviews with Coca-Cola spokespersons, Khaya Dlanga and Sharon Keith.

A YouTube video was made of the activation and shared on social media, and with media and influencers in their seeding packs.

Personalised seeding packs sent to people instrumental in South Africa’s 20 year history.

Media release, images and video content were sent to media.

Total AVE: R5,9m
Total Reach: 32m
95k YouTube views