22 February 2008
'Coke Side Of Life' Campaign Set To 'Give A Little Love'
Coca-Cola GB launches award-winning 'Video Game' advertisement with a £2million integrated TV and digital marketing campaign
Coca-Cola GB's award-winning* 'Video Game' advertising creative is to make its GB TV debut on 3rd March, and will run for six weeks on satellite and terrestrial TV channels. The 40 second advert, which communicates a 'Coke Side of Life' twist on traditional video game plots, will be supported by a £2million integrated digital seeding, gaming and social media marketing campaign.
The iconic ad - created by Wieden+Kennedy US - sees the hero of a gritty, car-racing video game have a change of heart after drinking a bottle of 'Coca-Cola'. The hero spreads happiness and optimism by handing out 'Coca-Cola' as he moves through the city streets, to the memorable 'You Give A Little Love' soundtrack.
The ad will be launched via a viral campaign, created by digital marketing agency Anorak, which will run from now until mid-March. DBMgrid will seed the viral on popular video sharing websites, including Bore Me and Kontraband as well as N3's Nanosite advertising platform, with banners and links to exclusive content including wallpapers, Instant Messenger icons and ringtones of the 'You Give A Little Love' soundtrack.
'Coca-Cola' will tap into Windows Live Messenger and certain MSN platforms to reach a combined unique user number of 222million across the UK and Europe through a tailored Microsoft Digital Advertising Solutions campaign. This integrated campaign will see a high-impact car game allowing players to 'give a little love' (in the style of the Wieden+Kennedy advert) which will run on a MSN channel from 26th March ahead of a fully skinned, bespoke takeover of the Windows Live homepage on 27th March. The planning and buying of the TV and online media campaign has been co-ordinated by Vizeum.
Cathryn Sleight, Marketing Director for Coca-Cola Great Britain, explains: "The ad is the personification of 'The Coke Side of Life' philosophy and has already been a huge success in the United States, winning a prestigious Gold Cannes Lions award. Inspired by the gaming world, the creative flips the gritty mayhem of video games on its head and shows the happiness that can be shared through a bottle of 'Coca-Cola'. We've designed the campaign so that consumers discover the feelgood ad online, enjoy it, and then share it with their friends."
Notes To Editors
* 'Video Game' was created by Wieden+Kennedy US and was the winner of the Gold Cannes Lions for Non-Alcoholic Drinks Award in 2007
'Coca-Cola', 'Coke' and 'The Coke Side of Life' are registered trade marks of The Coca-Cola Company
Coca-Cola GB's award-winning* 'Video Game' advertising creative is to make its GB TV debut on 3rd March, and will run for six weeks on satellite and terrestrial TV channels. The 40 second advert, which communicates a 'Coke Side of Life' twist on traditional video game plots, will be supported by a £2million integrated digital seeding, gaming and social media marketing campaign.
The iconic ad - created by Wieden+Kennedy US - sees the hero of a gritty, car-racing video game have a change of heart after drinking a bottle of 'Coca-Cola'. The hero spreads happiness and optimism by handing out 'Coca-Cola' as he moves through the city streets, to the memorable 'You Give A Little Love' soundtrack.
The ad will be launched via a viral campaign, created by digital marketing agency Anorak, which will run from now until mid-March. DBMgrid will seed the viral on popular video sharing websites, including Bore Me and Kontraband as well as N3's Nanosite advertising platform, with banners and links to exclusive content including wallpapers, Instant Messenger icons and ringtones of the 'You Give A Little Love' soundtrack.
'Coca-Cola' will tap into Windows Live Messenger and certain MSN platforms to reach a combined unique user number of 222million across the UK and Europe through a tailored Microsoft Digital Advertising Solutions campaign. This integrated campaign will see a high-impact car game allowing players to 'give a little love' (in the style of the Wieden+Kennedy advert) which will run on a MSN channel from 26th March ahead of a fully skinned, bespoke takeover of the Windows Live homepage on 27th March. The planning and buying of the TV and online media campaign has been co-ordinated by Vizeum.
Cathryn Sleight, Marketing Director for Coca-Cola Great Britain, explains: "The ad is the personification of 'The Coke Side of Life' philosophy and has already been a huge success in the United States, winning a prestigious Gold Cannes Lions award. Inspired by the gaming world, the creative flips the gritty mayhem of video games on its head and shows the happiness that can be shared through a bottle of 'Coca-Cola'. We've designed the campaign so that consumers discover the feelgood ad online, enjoy it, and then share it with their friends."
ENDS
Notes To Editors
* 'Video Game' was created by Wieden+Kennedy US and was the winner of the Gold Cannes Lions for Non-Alcoholic Drinks Award in 2007
'Coca-Cola', 'Coke' and 'The Coke Side of Life' are registered trade marks of The Coca-Cola Company
