2014 Winners & Shortlists

Results and Effectiveness

The Social Media Guard has only just been launched. This sought after memorabilia is already generating a lot of buzz online and in the real world, making people think about their habits and talk about the brand. Our mission to help the world seize their moments has only just begun and you will hear a lot more about the Social Media Guard in the coming weeks. Tell a friend about it! In a person-to-person conversation, we hope.

Creative Execution

The media strategy behind this idea was to use the enemy (social media) to our advantage. After all, we found the people that needed to be woken up online. We gave them content that was tailored to be shared. Quirky and fun. Further to that, we could also use the Social Media Guard to activate the brand offline. With promotion teams that went to restaurants and public places where people meet up and very likely stare at a small digital screen instead of fully cherishing the moment. It was an unusual DM for the press and a sought after memorabilia.

Insights, Strategy and the Idea

Every month, the world spends 4 million years online. In our region that’s 3 to 4 hours per person a day. And with the world’s highest smart phone penetration comes a very high mobile internet usage. 18-34 year olds check their phone every 9 minutes and feel naked when they leave the house without it. This addiction leads to a society less and less capable of living in the moment. Coca-Cola wanted to remind the world about something beautiful, which we have almost forgotten about: an undistracted, real moment shared with family and friends. So we created The Social Media Guard. It takes the social out of media and puts it back into life. A quirky device that prevents you from using your phone when you’re with someone else and a reminder for everyone to be more present in the moment. And great content for a very different ad campaign.